전시회 체험마케팅 활동이 만족 및 행동의도에 미치는 영향
분야
사회과학 > 관광학
저자
권의웅 ( Eui Woong Kwon ) , 박우진 ( Woo Jin Park )
발행기관
한국이벤트컨벤션학회
간행물정보
이벤트컨벤션연구 2012년, 제17권 23~40페이지(총18페이지)
파일형식
1k300170.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    The purpose of this study is to investigate the effect of experiential marketing on exhibition visitors satisfaction and behavioral intention. The subjects of study were visitors who visited 2012 Busan International Motor Show and the survey was conducted on-site at the BEXCO. 194 copies in total were used for the analysis and the results of this study are as follows: The factors of experiential marketing were feel marketing, act marketing, relate marketing and think marketing. While feel marketing didn`t have influence on exhibition visitors satisfaction, act, relate and think marketing had a significant effect on exhibition visitors satisfaction. In addition, exhibition visitors satisfaction significantly affected the visitor`s recommendation and revisit intention. From this study, the factors related to experiential marketing through exhibition are verified and it is found out that experiential marketing can have effect on the enhancement of exhibition visitors satisfaction.
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