전시회 참가기업의 현장활동이 전시회 성과에 미치는 영향

• 영문명: Impact of Exhibitors' On-Site Activities on their Trade Show Performance: Moderating Roles of Expertise and Empowerment
• 발행기관: 한국관광학회
• 저자명: 최정자 전봉주
• 간행물 정보: 『관광학연구』제36권 제7호, 297~317쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.09.30

영문 초록

The role of the booth staff at trade shows has emerged as an important issue for trade show success. This purpose of this study is two-fold. First, this study explores the structural relationship between exhibitors' on-site activities and their respective performance at the trade show. The second purpose is to investigate moderating roles of staff expertise and empowerment in the relationship between exhibitors' on-site activities and the trade show performance. This findings indicate a positive relationship between exhibitors' on-site activities and trade show performance is partially proved. It shows that on-site non-seeling activities have positive relationships with trade show performance. Statistical significances exist only in the role of staff expertise between non-selling activities and trade show performance within groups, but are not found in the differences of path coefficients between groups using the multi-group analysis. Overall, findings of this study enrich the theoretical development in the relationship between exhibitors' on-site activities and trade show performance and provide important implications of staff's expertise and empowerment for exhibitors.

목차

I. 서론

II. 선행연구 및 가설설정

III. 연구방법

IV. 분석결과

V. 결론 및 시사점

참고문헌

키워드

전시회 성과 현장활동 부스요원 전문성 임파워먼트 Trade show performance On-site activities Booth staff Expertise Empowerment