전시참가업체의 전시회 충성도 결정요인에 관한 연구

• 영문명: A Study on the Exhibition Loyalty Determinant Factor: Focused on Involvement and Prior Knowledge
• 발행기관: 한국관광학회
• 저자명: 이세원 김봉석
• 간행물 정보: 『관광학연구』제37권 제4호, 331~354쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.05.31

영문 초록

The purpose of this study is to investigate constructing exhibition loyalty factors based on the types of exhibitors and to explore the relationship between exhibition loyalty determinant factors and exhibition loyalty to establish groundwork to set up exhibition management plan. As a result, the Determinant attributes of exhibition loyalty were divided into 5 factors. The exhibition loyalty determinant factors were exhibition service factor, marketing synergy factor, exhibition brand factor, sales generation factor as well as factor of accessibility and convenience of exhibition center. The results also show that more involvement meant more emphasis on exhibition service factor, sales generation factor, and convenience factor; while, lower involvement meant less recognition. Amount of exhibition related prior knowledge was proportional to the awareness of the exhibition loyalty determinant factors. Exhibition loyalty determinant factors were influential to the simple loyalty with convenience factor and exhibition brand factor having huge impact.

목차

I. 서론

II. 이론적 배경

III. 연구방법론

IV. 분석 및 결과

V. 분석 및 결과

참고문헌

키워드

전시회 충성도 전시회 충성도 결정요인 관여도 사전지식 Exhibition Royalty Exhibition loyalty determinant factor Involvement Prior knowledge