The Effect of IMC of Golf Product Exhibitions on Customer Behavior and Recommendation Intention

Taeyoung Cho,Hao Zhang,Taesoo Cho

doi:10.3390/tourhosp2030018

Abstract

The aim of this study was to present strategic measures for the sustainability of exhibitions and fairs by examining the relationship between integrated marketing communication (IMC) and the customer behavior and recommendation intentions of the participants who attended golf exhibitions and fairs. To achieve this aim, we conducted a literature review of IMC to formulate a hypothesis; next, we administered a questionnaire to 256 participants at the exhibitions and fairs related to golf equipment. The results show that the two-way communication of the exhibition and fair was positive for the customer’s continuous purchase intention, purchase behavior, and long-term relationship orientation, and the purchase behavior and long-term relationship orientation had a positive effect on the continuous recommendation intention.

Highlights

Today, integrated marketing communication (IMC) has become one of the core communication activities of domestic and foreign companies
This study focuses on golf equipment, which may have a different value regarding information and the value that actual consumers feel; this research on sustainability was conducted at the exhibitions and fair sites where consumers and working officials come into contact
The other demographic characteristics that account for the highest percentage are as follows; the age group was in their 40s (50.8%); regarding their occupation, 91 people (35.5%) were self-employed, and 138 people (53.9%) had a university degree

Summary

Introduction

Today, integrated marketing communication (IMC) has become one of the core communication activities of domestic and foreign companies. There is fierce competition within the sports market, including corporate warfare. Under these conditions, integrated marketing is essential to induce positive consumer behavior and establish effective strategies, demonstrating the importance of communication in effective marketing [1,2,3,4]. IMC includes a variety of marketing communication elements, including advertising (AD), public relations (PR), direct marketing (DM), sales promotion (SP), and events. It has been suggested that research should be conducted in various fields, such as business administration, sociology, journalism, advertising, and physical education, to achieve maximum communication effects [5].

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Conclusion