As interest in happy life increases, the leisure activities of people are changing to nature-friendly forms such as nature-based recreation and healing. Accordingly, the Arboretum intends to provide cultural services by expanding exhibitions and events of various themes and forms.
In order to hold a successful exhibition event, a lot of preparation is required, such as cost, preparation period, and detailed operation know-how. In addition, although the Arboretum exhibition event is an important component of the Arboretum, its role as an Arboretum service has not been verified.
Therefore, this study was conducted to evaluate the Daegu Arboretum Chrysanthemum Exhibition and to present the effectiveness of the exhibition event and to suggest strategic management plans. And the purpose of this study was to prove the effect of promoting the Arboretum service by verifying the effect of the exhibition event.
The result is as follows.
First, the economic valuation of Daegu Arboretum Chrysanthemum Exhibition is estimated to have an economic value of about 3.3 billion won, which is more than 30 times more effective than the 100 million won holding cost.
Second, as a result of satisfaction evaluation, overall satisfaction (4.39), return visit (4.46), and recommendation (4.51) all showed more than 4 points, indicating high satisfaction with chrysanthemum exhibition. Satisfaction influencing factor which had the biggest influence on the chrysanthemum exhibition was the factor of the exhibition contents, and the other attractions of the Arboretum had a positive effect on the visitors of the exhibition event.
Third, as a result of the Importance-Performance Analysis of the Chrysanthemum Exhibition, factors of exhibition contents, staff-friendliness, and parking lot were important execution factors. First of all, items to be improved were ‘service’ factors such as advance publicity, volunteer guidance, information board, and photo zone. Low priority action elements included cafes, restaurants and ‘other events’factors. The basic elements included toilet and bench items.
Fourth, as a result of the Importance-Performance Analysis of the visitation satisfaction of the Arboretum, the attributes of the exhibition events were found to belong to attractive factors with high intrinsic importance. These results are expected to induce emotions through the improvement of exhibition events.
Fifth, as a result of verifying the relationship between the exhibition event, the Arboretum satisfaction, and the visitor happiness using the structural equation model, the exhibition event affects the satisfaction of the Arboretum and the satisfaction of the Arboretum affects the happiness of visitors. Through this result, we verified the role as an arboretum service of exhibition event.
Sixth, as a result of verifying the moderating effect of the exhibition event, it was shown that the exhibition event has an effect of promoting the happiness of visitors. This is a result of demonstrating the effect of promoting the arboretum service of the exhibition event.