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영어

This article illustrates the influence relationship with the participation purpose, attributes of trade fair choice and a satisfaction of Korea Green Energy EXPO‘s exhibitors. This results that exhibitors consider which the attribute of trade fair are important according to the purpose of participation and offers new instruction for the trade fair through research of a satisfaction about attributes of trade fair choice. According to results, the participation purpose is identified to sales and non-sales objectives. The attributes of trade fair choice are classified into 8 categories which are the management ability of organizers, the participation results, the industrial infrastructure of host city, the exhibition promotion, the adequacy of the cost, the convenience of destination, the tour infrastructure of host city addition to external environment of host city. This also indicates exhibitors evaluate exhibitions in accordance with the participation purpose and attribute of trade fair, and the attribute of trade fair is considered more important to exhibitors with non- sales objectives than them with sales objectives. Because exhibitors with sales objectives focus on consulting and trading more, it is presumed that exhibitors with non-sales objectives would consider whole general factors about exhibitions. Exhibition organizers, therefore, need to make distinctive marketing and service strategy in segmentation with the purpose of participation. The results between the attribute of choice and relationship with satisfaction does not affect satisfaction to the adequacy of the cost and the tour infrastructure of host city. And the management ability of organizers, the participation results, the industrial infrastructure of host city, the exhibition promotion and the convenience of destination give significant effects.