IPA분석을 통한 국제회의 전시자의 참가선택속성에 관한 실증연구

Abstract

Recently, A Convention Industry becomes a major trend in the regional innovation strategy. from this perspective, the primary purpose of this study was to investigate relationship between influencing factors of the Selection Attributes of Exhibitor at Trade Convention. The secondary purpose of this study was to examine differences between importance and performance of Trade Convention using an IPA(Importance-Performance Analysis). For those aims, the Selection Attributes of Exhibitor has carried out researches for the KINTEX Trade Convention Center. The factor analysis resulted in six underlying dimensions (effective of visiting, managing, facility, accessibility, information, ad value). The result of IPA show that two factors of managing and information were performed well with respect to high importance. However, effectiveness, facility, accessibility had high importance but low performance, indicating improvement for these factors. Furthermore, the factor of ad value appeared to have an importance but low performance, while the factor of facility had an importance and performance. In conclusion, the factor of the Selection Attributes of Exhibitor performed moderately with respect to moderate as the most important by the Exhibitor.