Abstract
Compared to performances, Korea's exhibition industry has been given little weight of its economic scale than other developed countries, but still has high growth potential. Therefore, high economic effect will be created through exhibitions if policies such as environment, investment, and other kinds of conditions improve. Organizers should analyze the cause of switching intention to competitive exhibition by the current exhibitor. Hence, the purpose of this study is to unveil the switching intention of exhibitor in the perspective of Push-Pool-Mooring factor. The analysis was conducted using valid samples from total 237 samples. The results showed that push factors were failed displace service, insufficient outcome from participating exhibition and price problems with participating exhibition. Pull factors were attractiveness of competitive exhibition and price benefit of competitive exhibition. Mooring factors were high switching cost and pursue low change. The purpose of the study was to draw important factors for switching intention and to observe current exhibitors needs in detail, provide displace service by the importance of push-pool-mooring factors. These will lead to customer satisfaction and can be used as a method to make a qualitative development for exhibition and can be provided for executives as case study.
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