文章基本信息

标题：Impact of Pavilion Quality on Exhibitor Performance at an International Trade Exhibition
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作者：Ki-Kwan Yoon ; Ki-Kwan Yoon ; So-Sun Lim 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2012
卷号：40
页码：681-688
DOI：10.1016/j.sbspro.2012.03.249
语种：English
出版社：Elsevier
摘要：AbstractThis study aimed to determine how the quality of a pavilion affects participating exhibitors at an overseas trade exhibition and to suggest strategies for an organizer of pavilions to operate more effectively so as to increase exhibitors’ positive outcomes. We constructed a research model and presented some hypotheses. To assess these hypotheses, questionnaires were distributed to exhibitors who had participated in a Korean pavilion at an international trade exhibition. SPSS 16.0 software was used to analyze the data. First, the factors that determined the quality of a pavilion were analyzed to assess their effect on participant outcome. The only two factors that were found to influence the quality of a pavilion were the conditions of an exhibitor's booth and the support activities by the organizers. These had positive effects on participating exhibitors’ outcomes and anticipated future behaviors. To increase the positive outcomes of exhibitors, various changes should be made to improve the conditions of exhibitors’ booths. The pavilion organizer should also develop other ways to increase the positive outcomes of exhibitors such as local advertising and promotional activities, on-site support activities, invitations to buyers’ luncheons, promotional catalogs for exhibitors, and activities to attract potential buyers.
关键词：paviliion;international trade exhibition;exhibitor;organizer;booth;buyer