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Abstract
Asia has become the second largest exhibition market during the past decade; however, there has been very little research on Asian exhibition visitor's engagement on different generation perspectives. This study introduced a new discrimination index of advanced IPA to identify improvement priorities of different generation through IPA comparison assessment. The result highlight the dimension of the brand commitment emotion has the best performance. The results also demonstrate that generation Z, Y and X have significant differences in their perceptions among the six construct variables and the generation Y has the best performance at the IPA matrix. This study provide the PEO with guidelines when determining a contemporary exhibition's management and marketing strategy.
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Abstract
Asia has become the second largest exhibition market during the past decade; however, there has been very little research on Asian exhibition visitor's engagement on different generation perspectives. This study introduced a new discrimination index of advanced IPA to identify improvement priorities of different generation through IPA comparison assessment. The result highlight the dimension of the brand commitment emotion has the best performance. The results also demonstrate that generation Z, Y and X have significant differences in their perceptions among the six construct variables and the generation Y has the best performance at the IPA matrix. This study provide the PEO with guidelines when determining a contemporary exhibition's management and marketing strategy.