박람회의 서비스품질과 개최 효과성이 행동의도에 미치는 영향 연구: 2019 제천 한방바이오 박람회를 중심으로

The purpose of this study is study on the service quality, effectiveness and behavior intention on the fair In order to purpose the research goal, the study conducted the survey in the venue of korean medicine bio fair in jecheon and selected the research subjects at random sampleing. If you look at the results of the study, are presented as having relatively more tourists close to women and married visitor The service quality of the fair was derived from the factors of commercial value, Contents, convenience, and information and publicity, and the effectiveness of the fair was derived from social·cultural, tourism and economic factors. In terms of service quality of the fair, commercial value, content, convenience, information and publicity had a significant effect on the social and cultural and tourism effectiveness of hosting the fair. On the other hand, only convenience in the service quality of the fair has been shown to have a significant effect on its economic effectiveness. It was also found that the social· cultural and tourism effectiveness of the fair had a significant effect on the intention of revisiting, which is the behavior intention and that the social cultural and tourism effectiveness of the fair had significant effect on the intention of recommend which is the behavior intention.