전시주최자의 마케팅믹스가 전시참가업체의 만족도와 사후행동에 미치는 영향

The perception of trade show is growing around the globe and many countries focus more on developing and supporting their trade show industries. In Korea, while the trade show industry has quantitatively highly grown up over the years, the qualitative growth is behind advanced countries. In addition, the intense competition among the trade show organizers, nationally and internationally, makes organizers difficult to acquire exhibitors and visitors. To strengthen the competitiveness of korean trade show industry, we need to provide high quality trade show. For this, trade show organizers have to map out marketing strategy to acquire high quality exhibitors and visitors. Particulary, exhibitors are very important customers to organizers and a good indicator of trade show's success. Therefore, this study aims to find out organizer's marketing mix elements which satisfies exhibitor's participation in the show and to stimulate their intention to reparticipate in the next show and recommend the show to others. To this goals, this study kept a literature survey and a demonstrative research. In literature survey, there are definitions of trade show, organizers, exhibitors, marketing mix, customer satisfaction and behavioral intention. The research model is derived from selected factors of marketing mix and former study. The objectives of this study are to analyze the effect of trade show organizer's marketing mix on exhibitor's satisfaction and the effect of exhibitor's satisfaction on behavioral intention. The result could be used to set up the new marketing mix strategy for acquiring the exhibitor.