• Journal of Korea Entertainment Industry Association
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• v.15 no.4
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• pp.369-381
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• 2021

Artificial Intelligence(AI) technology can be used in arts exhibitions ranging from planning exhibitions, filed progress, and evaluation. AI has been expanded its scope from planning exhibition and guidance services to tools for creating arts. This paper focuses on chatbots that utilize exhibition and AI technology convergence to provide information and services. To study more specifically, I developed a chatbot for exhibition services using the Naver Clova chatbot tool and information from the National Museum of Modern and Contemporary Art(MMCA), Korea. In this study, information was limited to viewing and exhibition rather than all information of the MMCA, and the chatbot was developed which provides a scenario type to get an answering user want to gain through a button and a text question and answer(Q&A) type to directly input a question. As a result of evaluating the chatbot with six items according to ELIZA's chatbot evaluation scale, a score of 4.2 out of 5 was derived by completing the development of a chatbot to be used to deliver viewing and exhibition information. The future research task is to create a perfect chatbot model that can be used in an actual arts exhibition space by connecting the developed chatbot with continuous scenario answers, resolving text Q&A-type answer failures and errors, and expanding additional services.

• Korean Institute of Interior Design Journal
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• v.20 no.3
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• pp.225-232
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• 2011

This study analyzed characteristics of space configuration and exhibition contents in the Neo-classism style museum while carrying out space syntax and visibility graph analysis. Therefore, this research has the purpose to survey the status of existing museum analyze their visual perception space structural characteristics and ultimately utilize their characteristics as basic data in planning out and designing space. As for the research scope, the research selected as research subject 4 Neo-classism style museum in Europe and US that composite set of room to room type and having major space. Research method is that the research analyzed the exhibition space of 4 art museums by using depth-map program which can analyze space with visual graph analysis function and analyzed the visibility among unit areas by each art museum integration and exhibition contents composition. In such analysis method, the research was able to Quantitatively analyze the visual characteristics of exhibition space that induce and adjusts the motion of audience. Visual perception quantitive analysis as in this research will enhance exhibition design by considering the correlation between audience and exhibited items when planning out art museum space to be established later on. Therefore, wien museum integration degree are high because of same openings direction and major space, Also another museums major space integrations are high level degree, and Exhibition area is set of high integration area. So, visitors can perceive exhibition contents easily.

• Knowledge Management Research
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• v.19 no.3
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• pp.89-112
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• 2018

Under exhibition circumstances, exhibition advertising by organizer is a mean to promote exhibition service to exhibitors and visitors while general advertising is to promote products and services to consumers. The objective of this research is to suggest advertising strategies by seeing differences in the impact of information quality and media credibility on visitor intention depending on the types of exhibition. This study adopted Elaboration Likelihood Model to measure the impact of central and peripheral cues on advertising attitude and its consequence on visitor intention. We further examined how these influence processes were moderated by exhibition types of B2B and B2C. We conducted survey from B2B and B2C exhibitions respectively, and analyzed structural equation model and moderator regression. We found that first, among factors of information quality as a central cue, argument strength has a positive impact on attitude towards advertising. Second, we also found among factors of media credibility as a peripheral cue, media trustworthiness has a positive impact on attitude towards advertising. Lastly, this study revealed that a type of exhibition moderates the central and peripheral routes towards advertising attitude, showing that B2C visitors are influenced by factors of information quality, and B2B visitors rather by media credibility. This study yields implications in that it gives marketers of organizer a background to set different marketing strategies depending on the types of exhibition.

• Journal of Intelligence and Information Systems
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• v.18 no.3
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• pp.171-183
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• 2012

In the development of technologies, the exhibition industry has received much attention from governments and companies as an important way of marketing activities. Also, the exhibitors have considered the exhibition as new channels of marketing activities. However, the growing size of exhibitions for net square feet and the number of visitors naturally creates the competitive environment for them. Therefore, to make use of the effective marketing tools in these environments, they have planned and implemented many promotion technics. Especially, through smart environment which makes them provide real-time information for visitors, they can implement various kinds of promotion. However, promotions ignoring visitors' various needs and preferences can lose the original purposes and functions of them. That is, as indiscriminate promotions make visitors feel like spam, they can't achieve their purposes. Therefore, they need an approach using STP strategy which segments visitors through right evidences (Segmentation), selects the target visitors (Targeting), and give proper services to them (Positioning). For using STP Strategy in the smart exhibition environment, we consider these characteristics of it. First, an exhibition is defined as market events of a specific duration, which are held at intervals. According to this, exhibitors who plan some promotions should different events and promotions in each exhibition. Therefore, when they adopt traditional STP strategies, a system can provide services using insufficient information and of existing visitors, and should guarantee the performance of it. Second, to segment automatically, cluster analysis which is generally used as data mining technology can be adopted. In the smart exhibition environment, information of visitors can be acquired in real-time. At the same time, services using this information should be also provided in real-time. However, many clustering algorithms have scalability problem which they hardly work on a large database and require for domain knowledge to determine input parameters. Therefore, through selecting a suitable methodology and fitting, it should provide real-time services. Finally, it is needed to make use of data in the smart exhibition environment. As there are useful data such as booth visit records and participation records for events, the STP strategy for the smart exhibition is based on not only demographical segmentation but also behavioral segmentation. Therefore, in this study, we analyze a case of the promotion methodology which exhibitors can provide a differentiated service to segmented visitors in the smart exhibition environment. First, considering characteristics of the smart exhibition environment, we draw evidences of segmentation and fit the clustering methodology for providing real-time services. There are many studies for classify visitors, but we adopt a segmentation methodology based on visitors' behavioral traits. Through the direct observation, Veron and Levasseur classify visitors into four groups to liken visitors' traits to animals (Butterfly, fish, grasshopper, and ant). Especially, because variables of their classification like the number of visits and the average time of a visit can estimate in the smart exhibition environment, it can provide theoretical and practical background for our system. Next, we construct a pilot system which automatically selects suitable visitors along the objectives of promotions and instantly provide promotion messages to them. That is, based on the segmentation of our methodology, our system automatically selects suitable visitors along the characteristics of promotions. We adopt this system to real exhibition environment, and analyze data from results of adaptation. As a result, as we classify visitors into four types through their behavioral pattern in the exhibition, we provide some insights for researchers who build the smart exhibition environment and can gain promotion strategies fitting each cluster. First, visitors of ANT type show high response rate for promotion messages except experience promotion. So they are fascinated by actual profits in exhibition area, and dislike promotions requiring a long time. Contrastively, visitors of GRASSHOPPER type show high response rate only for experience promotion. Second, visitors of FISH type appear favors to coupon and contents promotions. That is, although they don't look in detail, they prefer to obtain further information such as brochure. Especially, exhibitors that want to give much information for limited time should give attention to visitors of this type. Consequently, these promotion strategies are expected to give exhibitors some insights when they plan and organize their activities, and grow the performance of them.

• Knowledge Management Research
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• v.20 no.2
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• pp.43-58
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• 2019

The main purpose of this study is to empirically investigate determinants affecting MICE quality, which then affects to loyalty. In particular, this study focuses on variables in the exhibition and event experiences of the MICE participants. The proposed research includes four variables representing the exhibitions and event experiences (affective, intellectual, behavioral, relational experience), two MICE qualities (commitment, satisfaction), and MICE loyalty. The results of this study reveal that four proposed variables (affective, intellectual, behavioral and relational experience) have a positive impact on two MICE qualities (commitment and satisfaction). Furthermore, the study found that commitment and satisfaction positively influence MICE loyalty. The findings of the study would provide theoretical and practical implications of exhibition and event experiences, quality and loyalty of MICE.

• Journal of The Korean Digital Architecture Interior Association
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• v.11 no.3
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• pp.69-77
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• 2011

This study considered the characteristic through the present state of domestic literature museum and grouping by type to help the understanding for domestic literature museum. And conducted a case study on Gyeongsang-do region literature museum to grasp the space form composition characteristic of literature museum. The result gained through these studies is as follows. First, grouping domestic literature museum by type, we can conduct the classification founded on location character, an exhibition writer, and the main body of erection and maintenance management. Second, the classification founded on location character of literature museum is able to be divided into the type of the house of writer's birth, a literary work, writing, and etc. Third, the classification founded on the number of exhibition writers can be divided into the type of independence, an individual pavilion, and integration. Fourthly, the classification founded on the main body of erection and management can be divided into the case in which a local self-governing body is wholly in charge of erection and management, a local government is in charge of erection but entrusts management to a corporate body, etc., a corporate body is in charge of erection and management, and a private person is in charge of erection and management. Fifthly, speaking of the characteristic by type of the Gyeongsang-do region literature museum, the classification founded on location has the type of the house of writer's birth the most, the classification founded on the number of exhibition writers has the type of independence the most, and the classification founded on the main body of erection and management has the most the type in which a local self-governing body is in charge of erection and management. Also, for the characteristic by space form, the case which expresses the character of Korean traditional architecture by form is many the most, and there are pieces of work to pursue shape beauty through the articulation of mass or molding manipulation and the change by space form through the proper combination of concreteness and abstraction as well.

• Korean Institute of Interior Design Journal
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• v.23 no.3
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• pp.222-230
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• 2014

Modern museums introduce a so-called method of 'exhibitions that approach' apart from the scheme of exhibitions in a simple listing type, creating a series of stories based on the original forms of remains put on display, adopting various methods of media access, and enabling the spectators of the museums to find exhibits a little more convincing and understand them more in depth, which might look somewhat isolated from their everyday lives. The configuration of the exhibitions that approach can easily be found in the mode of narrative development of exhibition topics and scenarios, and in this sense, a study on the narrativity of exhibitions is effective for analyzing the exhibition spaces of the museums. Furthermore, an analysis on exhibition spaces may be conducted through the process of forming the messages of exhibition contents and interpreting the narrative structures of the modes of development, and allows people to think that the methods of interpreting the spaces established like this may form an organic complementary relationship with exhibition contents and have a more extended meaning. Thus, this study examines the narrativity of Jeon-gok prehistory museum and the narrative structure systems based on the structuralist narrative theory, approaches the modes of narrative development of the spaces based on semiotic judgment, and aims to understand the structures of the space narrative. In addition, It is another object of the present invention in order to verify the objectivity, throughout the course of additional case studies, to improve the efficiency of future exhibition design.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.5
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• pp.823-838
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• 2018

The article surveys the technique and characteristics of contemporary fashion exhibitions in terms of fashion museography and fashion curation. The article reviewed both a literature study on the history of fashion exhibition focused on the display technique as well as a case study of domestic and international contemporary fashion exhibitions. The results of the article is as follows. Fashion brand exhibitions are about building competitive business advantage by planning differentiated contents. It gives viewers a brand fantasy and increases brand loyalty. This type mainly displays the latest collections on the commercial purpose as well as uses diverse mediums and high technology to make a spectacular space that provides an immersive experience to the viewer. Second, the museum fashion exhibition focuses on the roles of fashion in terms of social, cultural and artistic aspects that also focus on public education. The presentation technique emphasizes careful collection conservation rather than celebrate fashion business. The article is to encourage a further scholar discourse of fashion curatorial practice and theory.

• Korean Institute of Interior Design Journal
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• v.22 no.5
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• pp.293-301
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• 2013

The purpose of this study was to find the space perception by the scene and to analyze the characteristics in the exhibition space. The data for the analysis was collected through a questionnaire survey method. The questionnaire is composed of a scene selection on the panoramic photographs of the exhibition space. 'The 4 Rivers Cultural Center - The ARK' was selected as the subject of this survey. The results of the study are presented as follows : First, the space perception perceived imaged scenes rather than the specific elements of space. Second, the space perception was revealed through the 'Form', 'Materials', 'Light', 'Lighting', 'Furniture' and 'Media' of notable elements. Also that was perceived by forming 'Line', 'Surface' and 'Volume'. Particularly, the perception of 'Surface' was higher than 'Line' and 'Volume'. 'Surface' was perceived mostly through the 'Color'. The perception of 'Line' was positive to 'Boundary' or 'Continuous placement of the light'. In addition, the perception of 'Volume' was positive to 'The curve of the form', 'Transparent material', 'Three-dimensional elements'. Finally, The type of space perception was chosen as 'Extension', 'Center', 'Deep', 'Boundary' and 'Formative'. In this way, the results of this study will set a foundation for developing design methods to induce the space perception by the scene in the exhibition space.

• Journal of Distribution Science
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• v.16 no.6
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• pp.65-75
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• 2018

Purpose - The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers' purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer's purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology - Servicescape was divided into four main components: 'spatial layout/functionality', 'ambient condition', 'design/artifacts', and 'human factor'. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer's shopping duration and the number of consultations which in turn, affects consumer's actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results - The results showed that except for 'spatial layout/functionality', all components of servicescape had a significant influence on consumer's shopping duration in the exhibition. Except for 'design/artifacts', other factors of servicescape did not show a significant effect on 'the number of consultations'. Interestingly, 'design/artifacts' exerted a significant negative effect on 'the number of consultations'. As expected, 'time spent' and 'number of consultations' showed significant effects on both 'the number of items purchased' and 'amount of money spent'. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers' purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of conceptual framework that verifies the relationships between not only servicescape and purchasing behavior, but also purchasing behavior-related variables. In addition, this study supports the concept of a dark side of servicescape. With regards to practical implications, this study suggests that exhibition organizers should put more efforts in facilitating consumer's desire to stay. More importantly, organizers need to keep in mind that excessive emphasis on 'design/artifacts' to increase consumers' shopping duration can cause a side effect that reduces opportunities for interactions with customers.