Effects of pre-show, at-show promotion and booth staff training on the image-building and relationship improvement performance of exhibitors

참가업체의 전시회 사전.현장프로모션 활동과 부스직원 교육이 기업이미지 구축 및 관계개선성과에 미치는 영향

This research studies the effects of pre-show promotion, at-show promotion, and booth staff training on the image-building and relationship improvement performance of exhibitors. To this purpose, we relate each performance dimension to tactical variables such as pre show promotion, at-show promotion, and booth staff training through related literature review and conduct empirical study on their relationship. The results of this study are as follows: (1) Pre-show promotion and booth staff training have positive influence on image-building and relationship improvement performance. (2) But, at-show promotion has no effect on image-building performance, and has a negative effect on relationship improvement performance. (3) Especially, pre-show promotion has the greatest effect on relationship improvement performance, and booth staff training has the greatest effect on image-building improvement.