전시회 신뢰성이 방문객과 참여기업의 수에 미치는 영향

Abstract

This study investigated the impacts of exhibition organizer's characteristics on the performance of an exhibition. Based on the prior research on exhibition performance, we categorized ‘performance’ into the number of visitors and exhibitors. We examined 552 exhibitions held in 2011 which were documented at the Association of Korea Exhibition Industry. The results showed that the scales of exhibition centers significantly increased the number of both visitors and exhibitors, while the possession of exhibition certifications and exhibition experiences had differential impacts on the number of visitors and exhibitors. We conclude that reliability of exhibition organizers have different impacts on attracting different types of participants, namely visitors and exhibitors, to exhibitions.