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초록 |
The purpose of this study is to provide the preliminary marketing data for the
positive development of exhibition industry in Korea. For the purpose of study, the
factor of benefit sought of visitors has been derived, and the implementation of market
segmentation has been progressed. Among public shows, "2014 SBS Golf Premium
Golf Outlet" and "2014 Seoul Baby Fair" have been selected for the survey to be
conducted. The total of 621 questionnaires have been used for the final analysis.
20 measurement item have been used for the factor of benefit sought of visiting
spectators of exhibition, and 4 factors of "utilization of leisure" , "acquisition of
information" , "purchasing activity" , and "escaping from daily routine" have been
presented as a result of factorial analysis. Based on this result, 3 groups have been
derived by cluster analysis. Based on the derived result of analysis, the implication
has been derived for being used as a preliminary marketing data for hosting an
exhibition. |
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