델파이를 활용한 전시회 품질 결정요인에 관한 고찰

From China, Japan, and even to Southeast Asia countries developing quality of exhibition industry in qualitative and quantitative ways. However, hundreds of trade fairs held every year in South Korea, issues regarding deterioration of the exhibition quality were appeared due to its’ duplication and reiteration, so that it is getting harder to choose an appropriate trade fair to its consumers. Furthermore, exhibition industry is facing on the new-normal and losing its competitiveness due to pandemic. And recently, new concept of trade fair has appeared globally such as hybrid exhibition, so this is an optimal time to have an exhibition competitiveness. However, evaluation system of trade fair's quality which can give a motivation to manage and advance the fair is inadequate, and only few study was conducted. For that reason, it is critical to identify the quality determinants. Therefore, this paper focused on the trade fairs’ main stake holders’ perspective regarding exhibition service quality and performance to conduct an integrated research to get the quality determinants prior to the trade fair evaluation system. Reviewing and merging the fragmented previous research, 70 items of quality determinants have derived. After three experts’ triangulation verification, total 62 determinants were used for the Delphi method. 39 experts related in trade fair industry were chosen for the 3 rounds of Delphi method. Thus, from the 6 main categories, 19 subcategories were come out in case of B2B exhibitions, and the case of B2C exhibitions, 18 subcategories were derived. Base on the result, this research shows that the exhibitions have to be evaluated differently by its type. It also gives meaningful implication that this paper conducted an integrated research contemplating main stake holders of trade show ecosystem to consider about the durable and sustainable management of the trade fairs.