포스트 코로나시대 전시산업 주최자의 인식변화 연구

Abstract

The purpose of this study is to plan for direction of the exhibition industry to find ways to induce a sustainable exhibition industry by the current COVID-19 pandemic and the post-corona era. It is to examine the change of perception of the organizers of the exhibition industry. In order to effectively achieve the purpose of the study, 5 questions of research were presented and verified through the Importance Performance Analysis. As a result, “Keep up the good work”areas are‘requirement of understanding of the online platform used when holding an exhibition’, ‘real-time interactive communication between exhibitor and visitors’, ‘importance of hybrid communication combining on- and off-line’, ‘during open an online exhibition, the organizer's ability to plan online events is required’, ‘need to change the expenditure structure’. “Concentrate here”areas are‘activation of communication thru the changing of exhibition data into big data’, building a profit model for online participant’, ‘needs for development of new profit model’, ‘needs of developing and introducing a new evaluation model like to socio cultural impact’. “Low priority”areas are‘importance of online utilization in B2C exhibitions’, ‘importance of untact organizing operations such as working from home’, ‘importance of performance evaluation through quantitative evaluation like economic impact’, ‘satisfaction and loyalty by exhibition participation’, ‘needs of qualitative evaluation suitable for the online era’. “Possible overkill”areas are‘ importance of online utilization in B2B exhibitions’,‘value of side events held at the same time’. Consequently, it is verified that the exhibition organizers have been changed perception notion of the crisis in the domestic exhibition industry caused by COVID-19. However, it is considered that the change of situational insight of domestic exhibition industry organizers should be made more proactive based on the various verification figures.