This research mainly aims to understand features of each segmental market by subdividing motivations for visiting exhibitions. The main target for this research was a general attendee of '2011 Seoul Motor Show,' which has both characteristics- an industrial and general exhibition.
This research employed an exploratory factor analysis in order to secure a validity of the construct on motivations to visit to exhibitions. First, according to the analysis of this research, there are five factors, including 'Education', 'Novelty', 'Affection for motor show', 'Escape from the daily grind', 'Amity.' Second, the attendees were divided by three groups('Multipurpose participation', 'Simple participation', 'Interim participation'). Also, according to the discriminant analysis result, Hit Ratio showed 96.5%, which means a practical group was well classified.
The motor show studied for this study is one of representative exhibitions in Korea. Even though it is a special industrial exhibition, people in the motor industry and the public participate in it. This research studied market segmentation of the attendees by their motivation to participate in the exhibition. The result of this research will be used as a basic data to establish marketing strategy by exhibition managers.