KOREASCHOLAR

This study aimed to determine how the quality of a pavilion affects participating exhibitors at an overseas Trade Show and to suggest strategies for an organizer of pavilions to operate more effectively so as to increase exhibitors‟ positive outcomes. We constructed a research model and presented some hypotheses. To assess these hypotheses, questionnaires were distributed to exhibitors who had participated in a Korean pavilion at an international Trade Show. SPSS 26.0 software was used to analyze the data. First, the factors that determined the quality of a pavilion were analyzed to assess their effect on participant outcome. The only two factors that were found to influence the quality of a pavilion were the conditions of an exhibitor's booth and the support activities by the organizers. These had positive effects on participating exhibitors‟ outcomes and anticipated future behaviors. To increase the positive outcomes of exhibitors, various changes should be made to improve the conditions of exhibitors‟ booths. The pavilion organizer should also develop other ways to increase the positive outcomes of exhibitors such as local advertising and promotional activities, on-site support activities, invitations to buyers‟ luncheons, promotional catalogs for exhibitors, and activities to attract potential buyers.

ABSTRACT
INTRODUCTION
RELATED RESEARCH
    1. Exhibition as a Marketing Tool
    2. Studies of business outcomes of exhibitors participating in Trade Shows
RESEARCH DESIGN
    1. Research Model and Hypotheses
    2. Operational Definitions and Measurement of Variables
    3. Method of Analysis
EMPRICAL ANALYSIS AND HYPOTHESIS TESTING
    1. Data Collection
    2. Reliability and Validity Tests
    3. Hypothesis Testing
CONCLUSIONS
REFERENCES

• Hyuck-soo Cho(Chungnam National University)
• Sosun Lim(Chungnam National University)