earticle

영어

The purpose of this study is to define positioning strategy of exhibition and convention industry in Moscow, Russia. To archive the purpose, both literature review and empirical study were conducted. A self administrated survey was used to measure the importance of destination selection attributes and destination's performance or satisfaction on each of those attributes with specialists in exhibition and convention industry have visited Moscow for exhibition and convention matters. In this study, Importance-Performance Analysis and SWOT analysis, and descriptive statistics were used. The results show that exhibition and convention facilities, communication, sound and light equipments, accessibility were placed on 'Keep up the good work' area. Rent fees, management skills, promotion, service, hotel quality and room charge, safety were placed on 'Concentrate here' area.