하이브리드 전시컨벤션운영을 통해 형성된 인지적 및 관계적 자본이 조직성과에 미치는 영향

Abstract

The exhibition and convention industry is undergoing rapid changes as issues of the times, such as rapidly changing technological development and the unexpected situation of pandemic caused by COVID-19, are combined. Hybrid exhibition and convention operations are spreading as a way to respond to these changes, and event management entities are also undergoing changes in planning and operating hybrid events. The purpose of this study is to examine the effects of cognitive and relational social capital, generated in the process of technological cooperation for the operation of hybrid exhibition and convention, on organizational performance. An online survey was conducted from April 13 to May 20, 2022 for those who have experienced technology cooperation for the operation of hybrid exhibition and convention, and 110 valid samples were analyzed using structural equation modeling. As a result of the analysis, it was found that cognitive social capital had a positive (+) effect on both relationship performance and financial performance. However, it was found that relational social capital had a positive (+) effect on relationship performance, but did not have a significant effect on financial performance. Finally, relationship performance had a positive (+) effect on financial performance. Based on these results, theoretical and practical implications were presented.