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[2014] 전시회 참관객의 방문경험에 따른 특성 및 참관동기 차이
김영준 14-02-28 12:24 844
   20._관광레저_26권_1호_김영준,이혜련,김대관_전시회_참관객의_방문경험에_따른_특성_및_참관동기_차이.pdf (613.2K) [6] DATE : 2014-02-28 12:24:08
 
 논문명  전시회 참관객의 방문경험에 따른 특성 및 참관동기 차이
 저자  김영준, 이혜련, 김대관
 논문게재지  관광레저연구 제26권 제1호(통권 제80호) pp.357～373
 핵심어  전시회(exhibition), 방문경험(visitation experience), 참관객 특성(attendees’ features), 참관동기(motivation)
 초록
  In terms of the overall exhibition industry, its role has been growing as a means of promotion and the importance of general attendees is being emphasized. Creating incentives for attendees and improving re-visitation percentage have become important factors that dictate success of exhibitions. Based on the recognition of such issues, this study seeks to classify the attendees into first-time attendees and re-attendees and analyse difference in their features and motivation at exhibition. Data was collected with a structured questionnaire at ‘2013 Seoul Motor Show’ and 641 samples were used for statistical analysis such as cross analysis, reliability test, factor analysis, and T-test. The main results were as follows. First, features and characteristics of first-time attendees and re-attendees were different. Second, from the exploratory factor analysis, the following motives were derived: ‘knowledge/exchange’, ‘novelty experience’, ‘motor show contents’, ‘escape from routine’, ‘social’, and ‘affection for motor show’. Third, from the result of T-test, 'knowledge/exchange', 'motor show contents' and 'affection for motor show' were found to be different for first-time attendees and re-attendees as these motivations were higher for re-attendees.