자동차전시회(Motor Show)의 물리적 환경이 재방문의사 및 추천의사에 미치는 영향

This paper was designed as an empirical study aimed to analyze the influences of Motor Show`s servicescape on the intentions to recommend. The population of the research was the visitors for 2012 Busan Motor Show, and 383 questionnaires were used for the final data analysis. The six factors, which are exhibition pavilion, exhibition center, promotional materials, personal service, event, facilities factors, were derived from factor analysis. Also, it was shown that exhibition pavilion factor and personal service factor had influences on the intentions to revisit. Exhibition pavilion, personal service, and event factors had influences on the intentions to recommend. Results of the analysis implied that a differentiation of the exhibition pavilion and personal service factors with more visitors -oriented event programs would increase the demand of Motor Show, and thereby enhance the economic effects for local governments.