Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
A Study of the Determinants of Location Choice for Exhibition Centers
Sihyeon Park*, Bong-Seok Kim,** Dandan Su,*** and Zongliang Jiang****
This study aims to examine the need for an exhibition center in a local community and to
identify the factors that should be taken into consideration when choosing its location. The
purpose of this study was achieved through a review of both the literature in this field and
empirical studies from exhibition industry stakeholders. In this study, we conduct a literature
review and examine the 2006-2012 preliminary feasibility analysis done by the Korea
Development Institute (KDI) and the construction standards of the exhibition center set by the
Ministry of Trade, Industry and Energy (MOTIE) in order to develop a set of factors that should
be considered when choosing a location for an exhibition center. In most previous studies, the
center’s operation is examined without observing the features and characteristics of the
exhibition center. To solve this problem, combinations of qualitative and quantitative
approaches were used. Here, we also draw various location determinants from the literature
and run a reliability analysis to verify the significance of each determinant. After the reliability
analysis, exploratory and confirmatory factor analyses were performed. We then conduct a
multiple regression analysis to examine the relationship between the determinants and the
necessity of the exhibition center. In this study, six factors are identified and further examined:
the neighboring environment, the local infrastructure, the potential exhibition participants, the
local exhibition industry, the local economy, and the local government’s network. Based on
the outcomes of this study, the determinants of location choice that have been identified
should be taken into consideration during a local government’s decision-making process for
the construction and expansion of an exhibition center.
Track: Economics
1. Introduction
The importance of the exhibition industry increases with the development of technology
and the globalization of exhibitions. In addition, it is a high-value service industry with the
multiplier effect of exports and associated industries. Germany, and other developed
countries as well as Korea, have recognized exhibitions as a new growth engine of
nations. From a value-added, creation of employment, and tax increase perspective, the
exhibition industry has a significant economic impact on tourism, accommodations,
transportation, printing, and other related industries. These factors cause a multiplier effect
in the exhibition industry and they play a large role in a local government‟s economy
(Francis and Collins-Dodd, 2004).
There are several reasons for expanding exhibition centers competitively in many
countries. First, doing so fulfills the needs of the exhibitors and the buyers; second, the
size of the exhibition center and the location of the centers are closely related to the
success of the exhibition; and third, the exhibition center can serve as a mediator to help
revive the national and local economy. Construction of the exhibition center is also related
to gross regional domestic product (GRDP), the characteristics of the exhibitions, the
*
Sihyeon Park, Doctoral Candidate, Graduate School. Department of Convention & Exhibition
Management, Kyung Hee University, Seoul, Korea. Email : hyejp817@gmail.com
** Corresponding Author, Prof. Bong-Seok Kim, Department of Convention Management, Kyung Hee
University, Seoul, Korea. Email : herz5@khu.ac.kr
*** Dandan Su, Graduate School. Department of Convention & Exhibition Management, Kyung Hee
University, Korea. Email : sudandan0709@gmail.com
**** Zongliang Jiang, , Graduate School. Department of Convention & Exhibition Management, Kyung Hee
University, Korea. Email : zongliang@naver.com
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
exhibition infrastructure, the intention of local governments, and policy considerations.
However, the studies on expansion of exhibition centers concentrate on the use of supply
and demand-oriented quantitative analysis. Especially with the regard to demand forecast,
the exhibition industry measures only two or three factors; for example, trade volume,
GDP, and the operation ratio of the exhibition centers (Korea Development Institute,
2007). In order to accurately calculate the supply and demand of an exhibition center, it is
important to analyze GRDP as well as the characteristics of the local industry and its
competitiveness, the local strategic industry, the exhibition‟s infrastructure, and the
operating circumstances of the exhibition center.
Applying an academic approach to the theoretical study of exhibitions and exhibition
centers is insufficient. Moreover, prior research studies that have examined the
determinants of exhibition centers are insufficient. This study found that the location choice
affects the construction requirements of an exhibition center construction and through this
research process, this study was able to identify that the basis of the determinants of
location choice are created when developing a new exhibition center.
Increasing the number of exhibition
domestic exhibition industry and its
pointed out that this also contributes
research that analyzes demand and
exhibition center are insufficient.
centers gradually contributes to the growth of the
competitiveness; on the other hand, it has been
to the problem of oversupply. However, the related
supply and the determinants of location choice for
This study aims to examine the need for an exhibition center in a local community and to
identify the factors that should be taken into consideration when choosing its location. The
purpose of this study was achieved through a review of the current literature and an
examination of empirical studies conducted by exhibition industry stakeholders.
In this study, we conduct a literature review along with an examination of the preliminary
government feasibility analysis done by the Korea Development Institute (KDI) 2006-2012,
and the construction standards of the exhibition center set by the Ministry of Industry,
Trade and Resources in order to develop a set of factors that should be considered when
choosing a location for an exhibition center.
2. Literature Review
1) The Characteristics and Features of Exhibition Centers
In Korea in 2009, the government ranked the Meetings, Incentives, Conferences, and
Exhibitions (MICE) industry 17th in new growth and development. The same year, the
Exhibition Industry Development Act, which is related to the growth of the exhibition
industry, was enacted. In particular, due to South Korea‟s close ties to countries such as
China, Japan, and Singapore, it has recognized the exhibition and convention industry as
being one of the country‟s major strategic industries (Kim at el., 2009).
The government's active promotion policy and support system for the exhibition industry
has resulted in rapid growth. Exhibition centers play an important role as a basic
infrastructure of the exhibition industry, and they are key to the success of exhibitions and
conventions (Lee and Kim, 2010).
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
Short-term construction of the exhibition centers has eliminated the shortage of local
centers. While this seemed to have solved the shortage situation, side effects began to
appear due to excessive competition and poor operating capacity.
The expectation of the effectiveness of the exhibition centers is related to local economic
growth and is associated with qualitative, structural changes and processes. The
construction of the exhibition centers and related facilities are two of the preliminary
economic effects. The secondary effects are classified as operations and events. The
secondary effects are continuous while the preliminary effects are transient. Thus, the
secondary effects are more important in the industry than the preliminary effects (Kim,
1999).
After the local self-governing system began, construction of the exhibition centers
increased as the interests and awareness of the local people improved. Therefore, the
objective and scientific perspectives of the determinants of location choice for the
exhibition centers are associated with their feasibility in terms of logical decision-making
(Choi, 2002).
According to the customer perspective on location, the costs and effectiveness of public
facilities are significant because their function depends upon time spent in traveling to the
facilities and distance (Choi, 2002).
2) The Determinants of Location Choice for the Exhibition Centers
A) Government Standards for Exhibition Center Construction and Expansion
A preliminary feasibility analysis has been conducted and provided more useable
information than other feasibility studies. This type of analysis was used to investigate the
transparency and fairness of the research and development. A preliminary feasibility
analysis has its own general guidelines (Korea Development Institute, 2001).
After a review of the preliminary feasibility analysis, the problems and limitations of the
plan were recognized (Korea Development Institute, 2000). Therefore, the preliminary
feasibility analysis has a negative effect if it fails to reflect the exact characteristics of an
exhibition center when it is being expanded. For example, BEXCO in Busan, South Korea
has been found to have some of the same problems that were previously mentioned. For
that center, the number of exhibitions, the GRDP, and the supply area were the only
factors analyzed. Thus, the independent variables were insufficient for estimating the
costs.
In other words, the limitations of this study refer to using an analysis of supply and demand
variables (GRDP, trade, operation ratio) via quantitative factors rather than qualitative
factors. Another problem is that the operating system of the exhibition center only focused
on the value measurement survey of the operation rather than including the determinants
of location choice for exhibition centers.
B) Discussion of the Ministry of Trade, Industry, and Energy Standards for
Exhibition Center Construction and Expansion
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
The Ministry of Trade, Industry, and Energy (formerly, the Ministry of Knowledge
Economy) conducted a study to upgrade the limitations of the analysis of regional supply
and demand conditions. In order to overcome the limitations, it collected feedback from
exhibition experts and identified the variables that affected the qualitative analysis
(qualitative technique) in an effort to further anticipate exhibition demand and to develop
standards for the construction of exhibition centers.
The variables that affect the exhibition center's supply and demand, such as statistics and
trade associations, were identified through surveys. In order to discover any additional
variables that affect supply and demand, we sought the opinion of experts.
The Ministry of Trade, Industry and Energy (2011) identified 65 variables based on expert
opinion. To identify the area demand, it classified eight variables as being related to the
exhibition center and 16 variables as being related to exhibition center construction and
expansion. The variables that affect the exhibition centers are local, economic factors
(GRDP, number of overall local companies, trade volume, economically active population,
total population) and exhibition operation factors (number of visitors, number of exhibitors,
number of booths that participated).
It is impossible to apply the government‟s criteria to expand the exhibition center; rather,
the exhibition center needs to consider the geographic, economic, cultural, and social
uniqueness of a location by taking into account the specific demand and supply related to
that area. Considering the content of the exhibition center in Korea, the economic scale of
the exhibition industry is not active enough compared to the size of the country‟s economy
(globalization, enlargement, specialization, etc.); consequently, in order to enable the
exhibition industry to revitalize, government support, active overseas marketing efforts,
and theoretical support are needed.
Exhibition center experts tried to conduct a new study on the determinants of location
choice for exhibition centers. However, the Ministry of Trade, Industry and Energy has
been shown to be too distracted by the information provided in the analysis. More details
about some of the variables, such as the capacity of the exhibition, are required. Other
requirements include the expert-derived determinants that are needed for academic and
scientific validation.
C) The Determinants of Location Choice for the Exhibition Centers
The exhibition location enables the trade exhibition center to be successful and it is the
most fundamental prerequisite for the execution of this service. Thus, the determinants of
location choice for exhibition centers increase with the exhibition venue selection. In
general, the location of well-known major overseas exhibition centers is selected based on
transportation, information, and communication factors. However, for exhibition centers,
the determinants of location choice demonstrate their function and purpose (Moon, 1999).
The location of an exhibition contributes to its success; therefore, an exhibition center that
is located in a good place can be a draw to exhibitions that are held there. Therefore, an
exhibition center that is located in a good place can be a draw for the exhibition that is
being held there. International exhibitions are closely related to their venues and
geographical locations, and the location directly affects the exhibition events and the
success or failure of the exhibition (Kim, 2003).
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
Research on the determinants of the location choice of exhibition centers has focused on
the existence/non-existence of the infrastructural facilities and the accessibility of the
business facilities and hotel facilities. These factors include the construction of shopping
centers, the accessibility of the entertainment district, the central business district, the
convention hotel and the food service, and the region's attractiveness. After the 1990s, the
spatial structure of the system, the accessibility of transportation and traffic systems, and
the area‟s long-term development plans were also considered as diverse research topics
(Rutherford, 1990; Lee, 1996).
According to the location theory, based on the hierarchical relationship between the center
and the area, the maximum point of the demand is the center of the market. Therefore, a
proper public service facility location is a proper location (Choi, 2002).
The following variables are based on several previous studies that have examined the
factors affecting exhibition centers.
Table 1: Variables of the Determinants of the Derived Location Choice
Factors
Variables
Operating ratio of local exhibition center, distance from
Neighboring
neighboring exhibition centers, potential demand of
exhibition centers
neighboring exhibition centers, operation ratio of the
exhibition center, number of booths participating
Number of overland transport companies, total hotel
number of rooms, accessibility,
Local infrastructure
accessibility for foreign countries, number of tourism
resources
Potential exhibition
Number of visitors, number of attendees, total population,
participants
economically active population, number of exhibitors
Number of exhibition-related companies and
organizations, scale of the industrial complex
Local exhibition
surroundings,
industry
degree of local specialized industry, operating balance of
the exhibition center
Local economy
Number of overall local companies, GRDP, trade volume
Local government „s
Domestic network ability of the local government,
network
overseas network ability of the local government
Resource: based on the literature reviews
3. Methodology and Model
1) Research Proposal
The purpose of this study is to examine the determinants of location choice for exhibition
centers that affect the necessity of the construction of the exhibition center. The six
determinants of the exhibition center are: the neighboring exhibition centers, the local
infrastructure, the potential exhibition participants, the local exhibition industry, the local
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
economy, and the local government‟s network. We then identify the relationship between
the determinants and the necessity of the construction.
In this study, the factors of the exhibition center were derived from: 1) several previous
studies of exhibitions and conventions (Lee and Kim, 2011; Lee, 2005; Seok, 2006; Lee
and Kim, 2010; Lee, 2008; Kim, 2013; Choi, 2012; Ministry of Knowledge, 2011) and the
literature on the necessity of exhibition center construction (Park, 2000); 2) research on
the determinants of location choice for exhibition centers (Kim and Kim, 2009; Park et al.,
2010; Lee, 2012; Choi and Ahn, 2010; Kim and Lee, 2012; Bae and Ha, 2011; Kim and
Choi, 2012; Jang and Jeong, 2007; Weber, 1929) and 3) KDI and the Ministry of Exhibition
Industry‟s government policies. Based on the literature review, we have developed the
following research questions.
Research Question 1: Are the determinants of location choice for the exhibition
centers classified as the neighboring exhibition center, the local infrastructure, the
potential exhibition participants, the local exhibition industry, the local economy,
and the local government’s network (marketing)?
Research Question 2: Do the determinants of location choice for exhibition centers
have a significant impact on the necessity of the exhibition center’s construction?
2) Survey Component and Measurement Method
The purpose of this study was achieved from surveying organizers and exhibition
specialists in November 2013. An online survey was performed at the same time. Specific
questionnaires targeted participants at the Korea Exhibition Expo at COEX on November
14 and 15, 2013. We then received surveys directly from the visitors and exhibition
specialists and combined those with the online surveys. A total of 232 surveys were
distributed and a total of 176 surveys (75.8% rate of collection) were returned. Among the
collected survey responses, with the exception of the false answer or no answer to the
questions on 30 surveys, a final total of 146 surveys were used in this study.
To analyze the data we collected through the questionnaires, this study used frequency
analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis, and
multiple regression analysis. First, in order to determine the demographic characteristics of
the sample, frequency analysis was performed. In addition, we conducted a reliability
analysis using SPSS software to identify the correspondence between each measurement
and to verify the reliability and validity; we used exploratory factor analysis to verify the
validity of the factor structure; and we conducted confirmatory factor analysis using Amos
18 to verify the validity. In addition, multiple regression analysis was used by conducting
the validity of the hypothesis of this study. This study was accomplished by using PASW
Statistics 17.0 and AMOS 18.0 software.
Throughout the reliability analysis of the measured variables, the value of 0.6 was
confirmed and the result of Cronbach's alpha coefficient was 0.868; therefore, the reliability
of the survey questionnaires was found to be high and the reliability of the factors was also
found to be high. Thus, the internal consistency of the measurement has been somewhat
maintained.
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
3) The Determinants of Location Choice Analysis
In this study, exploratory factor analysis (EFA) for verifying the validation was conducted to
estimate the validity of the configuration. Previous studies focusing on exhibition centers
were conducted using exploratory factor analysis because of the lack of available studies
that examined this topic. However, based on the results of the factors, the findings focus
on keeping the feasibility of maintaining the validity and examining whether or not the
determinant validity was maintained between the factors. Validity is an abstract concept
that can only be measured by focusing on the proper measurement in real-time.
In this study, factor analysis of the survey results, as a KMO value of 0.776, seems
appropriate, and the formation of test results (significant probability of 0.000), shown as a
correlation matrix as part of the identity matrix in the null hypothesis, is rejected because
the total distributed explanatory finding was 65.199% of the variance. The results consist
of the determinants of location choice for exhibition centers and the determinants of
location choice as follows: factor 1 is the presence of a “neighboring exhibition center”,
factor 2 is the "local infrastructure", factor 3 is the "potential exhibition participants", factor
4 is the "local exhibition industry ", factor 5 is the "local economy", and factor 6 is the "local
government‟s network".
In this study, based on the results of exploratory factor analysis, and before discussing the
causal theory model, confirmatory factor analysis was used to measure the validity of the
factor structure. Confirmatory factor analysis is used to establish a way of validating the
factor model (Kim et al., 2009).
Figure 1: Determinants of location choice for exhibition center through confirmatory factor analysis.
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
Based on the results of exploratory factor analysis of the determinants of location choice
for the exhibition centers, six factors were identified. The first results of the confirmatory
factor analysis confirmed the primary factors. The secondary method was used to
eliminate the factors related to the variables of the number of participating booths, the
number of tourism resources, and the trading volume. To find the goodness of fit of the
modified model, the GFI was found to be 0.871 and the CFI was found to be 0.936.
4) The Relationship between the Determinants of Location Choice and the
Necessity of the Construction
In Research Question 2, to verify the six factors of the determinants of location choice for
exhibition centers, such as the neighboring exhibition center, the local infrastructure, the
potential exhibition participants, the local exhibition industry, the local economy, and the
local government‟s network, the factors were designated as independent variables. The
components of constructing the exhibition center, such as the geographical·economic
multiplier effect, specialized industry development, image improvement and PR, bonds
between local residents, increase in the number of tourists, research development, and
information exchanges, were set as the dependent variables. In order to prove the
relationship between the independent and dependent variables, multiple regression
analysis was performed.
Table 2: Multiple-regression Analysis
Independent
variables
Determinants of location choice for exhibition centers
Β
Dependent
variables
Local·economic
effect
Development of
specialized local
industry
Image
development
and destination
promotion
Intercommunity
relations
Increase in the
number of
tourists
R&D, and
information
exchange
activity
Neighboring
Potential
Local
Local
Local
Local
exhibition
exhibition exhibition
government’s
infrastructure
economy
center
participant industry
network
Beta
-0.20
0.187
0.074
0.057
0.161
0.137
pvalue
0.807
0.022*
0.362
0.485
0.048*
0.092
Beta
-0.11
0.115
-0.015
-0.049
0.189
0.222
pvalue
0.892
0.156
0.856
0.546
0.020*
0.007**
Beta
-0.043
0.181
-0.007
-0.005
0.195
0.165
pvalue
0.590
0.026*
0.935
0.947
0.016*
0.043*
Beta
0.153
0.002
0.030
-0.090
0.199
0.200
pvalue
0.058
0.981
0.706
0.263
0.014*
0.014*
Beta
0.057
0.069
-0.040
0.067
0.197
0.179
pvalue
0.481
0.397
0.625
0.413
0.016*
0.029*
Beta
0.067
0.100
0.003
-0.019
0.199
0.226
pvalue
0.403
0.216
0.969
0.810
0.014*
0.005**
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
4. Summary and Conclusions
This study sought to identify the factors that affect the determinants of location choice for
exhibition centers. To determine the factors associated with the location of the exhibition
center, previous studies related to government policies and preliminary feasibility analysis
survey data (Korea Development Institute, 2008) and the new and expansion of exhibition
center standard data (Ministry of Knowledge Economy, 2011) were analyzed. Based on
research of the critical study variables, the spatial position of exhibition centers were
determined.
The existing study focused more on the operation of the exhibition center than on the
characteristics and features of the center. It also focused more on individual exhibitions
and international conferences than on the center itself.
Related studies of government policy and KDI‟s exhibition center were conducting by
examining restrictive variables (GRDP, trade volume, operation ratio) and they used
quantitative analysis rather than qualitative analysis. In addition, preliminary feasibility
analysis only emphasizes the operation of the center measuring the value of progress
rather than the determinants of location choice for exhibition centers.
This study is the first attempt to investigate the normal convention and exhibition industry
in accordance with the criteria for consideration of quantitative and qualitative research
variables that take into account the exhibition center location variable as a factor.
However, one must take the difficulty of conducting such an analysis, and its resulting
findings, into consideration. In addition, some variables, such as the exhibition center‟s
utility capacity, are also appropriate determinants to consider and, thus, more detailed
studies are required. Moreover, the determinant of expert opinion, drawn mainly for
academic, scientific validation, is necessarily required.
The results of this study can be summarized as follows.
First, the implications of the determinants of location choice for exhibition centers are that,
so far, the research is lacking in this field and many studies only investigate the tourism or
hotel industries; however, this study overcomes that problem and examines the field of
exhibition from the perspective of location theory. In addition, based on government policy
and the current literature on exhibition centers, the factors in this study were classified as
follows: "neighboring exhibition center", "local infrastructure", "potential exhibition
participants", "local exhibition industry", “local economy", and "local government‟s
network".
Second, from a working level perspective, the implications can be summarized as follows.
In order to examine the relationship between the determinants of location choice for
exhibition centers and the centers‟ construction needs, we used multiple regression
analysis. As a result, the local economy factor, the local infrastructure factor, and the local
government's network factor were found to be statistically significant to the expansion of
the exhibition center. The position of the target area and the industrially rich area, easy
access to basic infrastructure, and the networking capabilities of local governments make
a location an attractive area in which to construct an exhibition center.
Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
Third, a location plan for public facilities is necessary to ensure collaborative and
cooperative participation. The existing public facilities have been supplier-oriented and
have focused on the needs of the leading administrators and professionals (unilateral
acceptance of the feasibility assessment, transparency and reliability of the procedure, and
economic efficiency bias).
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