In order to achieve the purpose of this study, six demographic questions and 18 selection attributes of convention selection attributes were derived from the IPA analysis. Specific research subjects are as follows.
First, it examines the importance and satisfaction of the selection attributes of convention participants and observers and reveals which selection attributes are more important.
Second, the IPA analysis is derived from the IPA analysis on the importance and satisfaction of selection attributes of convention participants and observers. Based on this result, the practical implications of each attribute are revealed.
Third, it examines the importance, satisfaction, and user satisfaction of selection attributes of convention participants and observers, and reveals which selection attributes are more important.
Summary and Implications of the Study
This study aimed to derive practical implications through IPA analysis by deriving a total of 18 optional attribute items for participants and observers of the Gyeonghwa Convention Center. The specific research results verified through the empirical survey are as follows.
First, as a result of analyzing the importance of the selection attributes of the exhibition convention participants, the exhibition homepage and advertisement operation (3.4795) were the most important selection attributes, followed by the convenience facilities and high-tech communication facilities (3.4438), Diversity of experience and event programs (3.4137), soundproofing of exhibition halls, lighting, sound (3.4110), and promotional or free samples (3.3479) were found to be important optional attributes. In addition, as a result of analyzing the actual satisfaction by the selection attributes of the exhibition convention participants, the facilities of the exhibition and the advanced communication facilities (3.4055) were the most satisfactory selection attributes, followed by the diversity of experience and event programs (3.2849). , Soundproofing, lighting, sound (3.2438) of the exhibition hall, homepage and advertisement operation of the exhibition(3.1726), copper wire of the exhibition hall, and passage area (3.1479) showed satisfactory selection attributes.
Second, as a result of analyzing the importance of selection attributes of exhibition convention observers, diversity of experience and event programs (3.5178) was the most important selection attribute, followed by soundproofing, lighting, sound (3.4411), and convenience of exhibition halls. Facilities, high-tech communication facilities (3.4384), the size, location, design of the exhibition hall, booth guide map (3.3726), homepage and advertisement management of the exhibition (3.3616) were found to be important optional attributes. In addition, as a result of analyzing the satisfaction by selection attributes of the exhibition convention observers, the selection attribute that satisfies the exhibition line's movement and aisle width (3.2740) was the most satisfactory. The diversity of the event program (3.2493), the soundproofing of the exhibition hall, lighting, sound (3.2411), the diversity of the event program and the progress of the event (3.2219) were satisfactory selection attributes.
Third, IPA metrics were derived by conducting IPA analysis on the importance and satisfaction of the selection attributes of the exhibition convention participants. Based on this result, the practical implications of each attribute were suggested. Areas that require good performance and sustainability (upper right) are considered important by the user, and areas that have been well-satisfied with real performance include the facilities of the exhibition hall, high-tech communication facilities, soundproofing of the exhibition hall, lighting, sound, and the movement of the exhibition hall. This includes six optional attributes, the size of passageways, the diversity of experience and event programs, the operation of exhibition homepages and advertisements, and the provision of promotional materials or free samples.
Fourth, IPA analysis was derived from the data obtained through the survey on the importance and satisfaction of selection attributes of the exhibition convention observers. Based on this result, the practical implications of each attribute were suggested. Areas that require good performance and sustainability (upper right) are considered important by the user, and the areas of satisfaction that have been performed well in practice include the size, location, design, booth guidance, facilities of the exhibition hall, and high-tech communication facilities. The six selection attributes of the exhibition site include soundproofing, lighting, sound, trade routes, aisle width, variety of experience and event programs, and exhibition homepage and advertisement management.
Fifth, the participants and the observers showed similar results, although there was a slight difference in the importance of the participants and observer selection attributes of the exhibition convention. These results indicate that participants and observers value the selection attributes in using the convention. In terms of satisfaction with optional attributes, the part of participants and the part of visitors were similarly divided. These results showed that participants and observers were satisfied with specific selection attributes at various exhibitions. It can be seen that these results can be the strength of the exhibition convention.