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A Longitudinal Comparative Study on the Visitor's Satisfaction Factors and Revisiting Intention of Expos: Focused on 2010, 2012, and 2016 Agricultural Machinery Expos

박람회 참관객의 만족도 결정요인과 재방문의도의 종단적 비교연구: 2010, 2012, 2016 농기계박람회를 중심으로

  • Kwon, Se-In (Department of Business Administration, Dankook University) ;
  • Yang, Jong-Gon (Department of Business Administration, Dankook University)
  • 권세인 (단국대학교 경상대학 경영학부) ;
  • 양종곤 (단국대학교 경상대학 경영학부)
  • Received : 2017.04.10
  • Accepted : 2017.06.09
  • Published : 2017.06.30

Abstract

The purpose of this study was to compare the visitor's satisfaction factors and causal relationships among the 2010, 2012, and 2016 Korea International Exhibition of Machinery Equipment, Science and Technology for Agriculture. A total of 17 variables to evaluate the level of satisfaction were divided into three factors: contents, publicity and guidance, and environment of convenience facilities. The results were as follows. First, from 2010 to 2016, the Expo showed quantitative and qualitative growth in terms of the number of visitors, firms, and performances. Second, in 2016, the number of visitors aged below 20, foreigners, and new visitors increased year-on-year. Third, the contents, publicity and guidance, and satisfaction were higher than in the last two cases, but the environment of convenience facilities showed no difference among the years. In addition, the revisiting intention in 2012 was higher than that of 2016. Lastly, all three factors had a significant impact on the level of satisfaction in 2016, but publicity and guidance and environment of convenience facilities in 2010 and 2012 were not significant factors on satisfaction. Furthermore, the satisfaction of all three expos was confirmed to be a significant factor for the visitor's revisiting intention.

Keywords

ANOVA;Longitudinal Comparative Study;Exhibition;Exposition;Korea International Exhibition of Machinery Equipment;Science and Technology for Agriculture(KIEMSTA)

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