A Study on Comparing Factors Affecting Participation Decisions of Exhibitors and Their Satisfaction between Trade and Public Shows

Abstract

The purpose of this study is to provide a development plan for domestic trade shows in Korea. Specifically, this study compares domestic trade exhibitions and public shows relative to the factors affecting participation and satisfaction of exhibitors. One of the most important results of the study revealed that exhibitors’ participation in trade shows was more affected by the core values provided by exhibitions such as past show results and the number of qualified buyers who can build business leads. Furthermore, the comparison study results between the two show groups also showed that on-site sales was one of the key satisfactory factors for exhibitors participating in public shows, whereas one to one business meetings between buyers and exhibitors and the number of contracts being signed during the show period was rated as the most important factor for exhibitors attending trade shows. Based on these key findings, a development plan for future domestic trade shows was discussed.