전시회 주최자와 참가업체간 관계품질 및 개최지 매력도가 재참가 의도 및 구전에 미치는 영향

The purpose of this study is to testify the effects of the relationship quality between exhibition organizer and exhibitors and destination attractiveness on re-exhibition intention and word-of-mouth and to examine the mediating effect of re-exhibition intention and word-of- mouth. The 92 questionnaires from the exhibitors participated in the Korea Intellectual Property Exhibition were collected to conduct the analysis of this study. To analyze the data, PROCESS Macro analysis were undertaken using SPSS 25.0. The result showed that relationship quality between exhibition organizer and exhibitors had a significantly positive effect on re- exhibition intention and word-of-mouth, respectively. Next, destination attractiveness had a positive effect on re-exhibition intention and word- of-mouth, respectively. Third, re-exhibition intention was determined as significant mediator between exhibition relationship quality and wordof- mouth. Lastly, word-of-mouth was determined as significant mediator between destination attractiveness and re-exhibition intention.