전시회 서비스 품질이 전시회 몰입과 참가성과에 미치는 영향 : HOREX(Hotel & Restaurant Fair) 참가업체를 대상으로

The purpose of this study was to investigate the exhibitor’s performance and the exhibitor’s commitment on exhibition service quality and to suggest a direction for hotel & restaurant exhibition business. The sample of the analysis consisted of exhibitors at HOREX (Hotel & Restaurant Fair) to which a survey was conducted from October 6th to October 9th, 2016. The data was processed using the SPSS 18.0 program based on the data analysis of EFA, reliability, multiple regression analysis. As a result of the analysis, the exhibition service quality components were classified into ‘exhibition environment’, ‘reliability’, ‘management/safety’, ‘cost performance ratio’, and ‘accessibility’. Exhibitor’s commitment was classified as ‘affective commitment’ and ‘normative commitment’. As a result of examining the hypothesis, the exhibit environment, reliability, and management/safety affects the exhibit's service quality, exhibit environment, reliability, management/safety, and accessibility. As a result, the exhibition environment, reliability, management/safety, and accessibility have a general effect if the service items of the exhibition affect the participation and performance of the exhibition. Therefore, a well-established exhibition has a competitive edge in terms of what exhibition value can do. The theoretical implications and practical implications are suggested based on the identification of such influence relations.