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Purpose - The purpose of this study is to provide the characteristics of exhibition fair consumers, and to provide practical measures to establish appropriate marketing strategies. Design/Methodology/Approach - This study applied the service quality of the exhibition fair as an independent variable for visitors of the 2023 Busan International Liquor & Wine Expo held in BEXCO, Busan, and analyzed the TP model as a research method. In addition, the amount of annual participation was estimated and analyzed as a dependent variable. Findings - Looking at the results of the study, as a result of the analysis of the attribute factors of service quality selection at the exhibition, it was found that it had a positive effect on diversity and comfort, accessibility and convenience facilities, quality and fidelity, and the benefit and value of information. In addition, it can be seen that out of all the socioeconomic characteristics variables, job factor is the only one that had a positive effect. Research Implications - The results of the study hoped to provide the characteristics of consumers by analyzing demand determinants using the service quality selection attribute of the exhibition, and at the same time provide practical measures to establish appropriate marketing strategies.
Eunjin Han (Tue,) studied this question.