Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A Study on the Exhibitors' Objectives and Choice Attributes of Participating in Trade Fairs Using R-IPA

R-IPA를 활용한 무역박람회 참가업체의 전시회 선택요인과 참가목적에 관한 연구

  • Received : 2019.01.13
  • Accepted : 2019.02.27
  • Published : 2019.02.28
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Abstract

The purposes of this study are to propose exhibition planning and management skills of trade fair organizers and to provide suggestions on the direction of government policies related to fair items. This study analyzes exhibitor objectives of exhibition participation and exhibition choice attributes using revised importance-performance analysis. This research uses visitor level, organizer services and market attraction of hosting country, as explanatory variables affecting companies' trade show choices. It also utilizes sales and non-sales purposes of participants as variables of exhibitors' objectives. As a result of the empirical analysis and examination of prior research, this study presents some recommendations for exhibition organizers and governments of hosting countries. First, the exhibition organizer should consider the importance of the number of visitors. Thus, the organizer should focus on prior marketing activities to attract visitors. Second, the organizer should make a trade fair plan in compliance with participants' needs. Third, policy authorities should provide environment of free competition among players.

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