전시회 방문객들의 체험이 신뢰와 재방문 의도에 미치는 향 연구 : 호텔쇼 참가자를 중심으로

The purpose of this paper is to analyze visitor's experience for visitors who have experienced hotel shows, examine the effects of exhibition experience on trust and revisit intention through empirical analysis, and provide implications. First of all, we derived experience, trust and revisit factors through the comprehensive literature review on the results of the previous research. We conducted a survey for visitors who had visited a hotel show in the Jeju international convention center for three days from March 15 to March 17, 2018. A total of 152 surveys were collected. A total of 152 valid questionnaires were used for frequency analysis, reliability and confirmatory factor analysis, correlation analysis, and structural equation modeling. The results showed that entertainment experience factor, esthetics, and daily escape experience factor has a significant effect on trust. However, educational experience factors did not have a significant effect on trust. Trust have a significant effect on revisit intention. Based on the results of this study, the following implications were suggested. It is important to develop a variety of products with aesthetic and escape, entertainment, and educational elements in the process of developing a unique and diverse exhibition experience for visitors to future exhibitions. Expecially, it is necessary to consider actively developing related products in order to make a more special experience for visitors with regard to the educational part which is considered to be insufficient. Future research directions are also suggested.