Abstract
This research is to classify the type of visitors based on visiting purpose and experiences, analyze the importance and the satisfaction level to the constituent elements of the inside space of the exhibition hall for each type. 4 groups have been derived by cluster analysis, groups are as in the following. "Purchasing pursuit group" are concerned about purchasing products."Information pursuit group" are interested in collecting and acquiring information. "Experience pursuit group" are concerned entertainment, education, aesthetic and immersed experiences. "Viewing pursuit group" are less interest in experiences and purchase. By type of visitors, it turned out that "Purchasing pursuit group" wanted to improve the functional elements such as movement planning and facilities. "Information pursuit group" prefer the performances and event viewing activities, and wanted supplementary facilities to be supplemented. "Experience pursuit group" are interested in design and decoration unlike other types when planning a space. also like purchasing products. "Viewing pursuit group" are less interest in components relating to design, facilities and safety and purchase. This study is meaningful for exhibition organizer in respect that suggest idea for space planning for visitor.
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