• Journal of Information Technology Services
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• v.13 no.2
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• pp.71-82
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• 2014

Exhibitions are important sales promotional method commonly used by the marketer of industrial products. Exhibition utilized as a means of effective marketing tools, company's interest and demand is rising. Especially in recent years, visitors' activity within the exhibition space can be monitored in real time by applying near-field sensing technology such as RFID, NFC, RQ code. Exhibition organizers are also applying the near-field sensing technology in order to attract the participating companies and visitors. With the introduction of near-field sensing technology, the exhibition has been a lot of changes occur in the exhibition environment. However absence of performance indicators to measure new exhibition environment which adopt ubiquitous technology, still the exhibition performance is not properly measured. In this study, we use the Delphi technique with the performance indicators based on previous research, and propose performance indicators for measuring achievement of exhibition in the smart-exhibition environment.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.26 no.12
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• pp.1838-1845
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• 2022

Due to COVID-19, the face-to-face on-site exhibitions were not held. With this opportunity, technologies such as virtual reality/augmented reality are increasing attention, and these technologies are being used in many fields. In this study, we made a virtual exhibition content which was produced using virtual reality technology. Our virtual exhibition was held in parallel with the on-site exhibition that included the same contents. Also this exhibition provided an opportunity to realistic experience using the head mounted display. In order to provide a high sense of presence, we created an open virtual space and used realistic 3D objects and textures. Although it is a virtual exhibition, the audience can experience a sense of realism like an on-site exhibition. After the exhibition was over, a survey was conducted on the audience who participated in both the on-site exhibition and virtual exhibition to analyze their responses. As a result of the survey, the similarity and immersion of the virtual exhibition were highly evaluated.

• Smart Media Journal
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• v.13 no.1
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• pp.76-85
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• 2024

This study examined the Presence experience, resulting effects, and re-viewing intentions of visitors to experiential exhibition content. For this purpose a survey was conducted targeting 246 visitors to experiential exhibition content based on Hyecho's travel story and SilkRoad cultural heritage. As a result of the survey, understanding and interest in the content material and similar exhibition viewing experience did not affect Presence experience. In addition the higher the Presence experience of exhibition content, the greater the awareness and emotion that is the effect of Presence. And among the effects of Presence, emotion had a positive effect on revisiting intentions. Therefore, it was confirmed that future experiential exhibition contents require planning, production, and exhibition that allow users to experience Presence.

• Journal of Intelligence and Information Systems
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• v.18 no.3
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• pp.171-183
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• 2012

In the development of technologies, the exhibition industry has received much attention from governments and companies as an important way of marketing activities. Also, the exhibitors have considered the exhibition as new channels of marketing activities. However, the growing size of exhibitions for net square feet and the number of visitors naturally creates the competitive environment for them. Therefore, to make use of the effective marketing tools in these environments, they have planned and implemented many promotion technics. Especially, through smart environment which makes them provide real-time information for visitors, they can implement various kinds of promotion. However, promotions ignoring visitors' various needs and preferences can lose the original purposes and functions of them. That is, as indiscriminate promotions make visitors feel like spam, they can't achieve their purposes. Therefore, they need an approach using STP strategy which segments visitors through right evidences (Segmentation), selects the target visitors (Targeting), and give proper services to them (Positioning). For using STP Strategy in the smart exhibition environment, we consider these characteristics of it. First, an exhibition is defined as market events of a specific duration, which are held at intervals. According to this, exhibitors who plan some promotions should different events and promotions in each exhibition. Therefore, when they adopt traditional STP strategies, a system can provide services using insufficient information and of existing visitors, and should guarantee the performance of it. Second, to segment automatically, cluster analysis which is generally used as data mining technology can be adopted. In the smart exhibition environment, information of visitors can be acquired in real-time. At the same time, services using this information should be also provided in real-time. However, many clustering algorithms have scalability problem which they hardly work on a large database and require for domain knowledge to determine input parameters. Therefore, through selecting a suitable methodology and fitting, it should provide real-time services. Finally, it is needed to make use of data in the smart exhibition environment. As there are useful data such as booth visit records and participation records for events, the STP strategy for the smart exhibition is based on not only demographical segmentation but also behavioral segmentation. Therefore, in this study, we analyze a case of the promotion methodology which exhibitors can provide a differentiated service to segmented visitors in the smart exhibition environment. First, considering characteristics of the smart exhibition environment, we draw evidences of segmentation and fit the clustering methodology for providing real-time services. There are many studies for classify visitors, but we adopt a segmentation methodology based on visitors' behavioral traits. Through the direct observation, Veron and Levasseur classify visitors into four groups to liken visitors' traits to animals (Butterfly, fish, grasshopper, and ant). Especially, because variables of their classification like the number of visits and the average time of a visit can estimate in the smart exhibition environment, it can provide theoretical and practical background for our system. Next, we construct a pilot system which automatically selects suitable visitors along the objectives of promotions and instantly provide promotion messages to them. That is, based on the segmentation of our methodology, our system automatically selects suitable visitors along the characteristics of promotions. We adopt this system to real exhibition environment, and analyze data from results of adaptation. As a result, as we classify visitors into four types through their behavioral pattern in the exhibition, we provide some insights for researchers who build the smart exhibition environment and can gain promotion strategies fitting each cluster. First, visitors of ANT type show high response rate for promotion messages except experience promotion. So they are fascinated by actual profits in exhibition area, and dislike promotions requiring a long time. Contrastively, visitors of GRASSHOPPER type show high response rate only for experience promotion. Second, visitors of FISH type appear favors to coupon and contents promotions. That is, although they don't look in detail, they prefer to obtain further information such as brochure. Especially, exhibitors that want to give much information for limited time should give attention to visitors of this type. Consequently, these promotion strategies are expected to give exhibitors some insights when they plan and organize their activities, and grow the performance of them.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.63-75
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• 2022

In this study, the smart docent interface provided at 25 exhibition halls at domestic and foreign were compared and analyzed based on affordance. Heuristic evaluation techniques were adopted, centered on a small number of experienced people, and six research participants were selected based on Jacob Nielsen's guidelines that five to eight people per set of research can achieve sufficient results. As a result of comparative analysis of affordance, smart docent used in the Oriental showed a higher average value than smart docent used in the Western, but a lower value for sensory affordance alone. In addition, the categories were subdivided to derive the affordance values for each country, and a singularity was found that the sensory affordance of smart docents used in the United States represents the highest value compared to other countries. In conclusion, this study was able to compare the four affordances of smart docents used in domestic and foreign exhibition halls while presenting directions for future behavioral improvement, which could provide practical implication for smart docent interface design and exhibition hall service strategies.

• Journal of Korea Society of Digital Industry and Information Management
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• v.10 no.1
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• pp.147-155
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• 2014

The rapid increase in the penetration rate and diverse utility of smart devices opens an opportunity for a development in creating a user-oriented ubiquitous system. And it allows audiences to deploy the exhibition-helping contents regardless of the restriction of place and time with using the smart devices of audience themselves. Also it needs to build a mobile web-based portal system for the related services. To do this, Firstly, it needs the corresponding strategies on a smartphone-based environment such as technical competence, systematic preparation of exhibition with compatible mobile contents, and a compatible channel for interactivity. Secondly, it needs the differentiation of exhibition guide with the existing system: an adoption of augmented reality, panoramic technology and simulation effect aiming for an improvement in a sense of immersion and reality for audience, and building up additional contents with a diversity of formats of image, sound, and video for customer satisfaction.

• Journal of Intelligence and Information Systems
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• v.18 no.1
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• pp.59-69
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• 2012

As exhibition industry, which is a part of 17 new growth engines of the government, is related to other industries such as tourism, transportation and financial industries. So it has a significant ripple effect on other industries. Exhibition is a knowledge-intensive, eco-friendly and high value-added Industry. Over 13,000 exhibitions are held every year around the world which contributes to getting foreign currency. Exhibition industry is closely related with culture and tourism and could be utilized as local and national development strategies and improve national brand image as well. Many countries try various efforts to invigorate exhibition industry by arranging related laws and support system. In Korea, more than 200 exhibitions are being held every year, but only 2~3 exhibitions are hosted with over 400 exhibitors and except these exhibitions most exhibitions have few foreign exhibitors. The main reason of weakness of domestic trade show is that there are no agencies managing exhibitionrelated statistics and there is no specific and reliable evaluation. This might cause impossibility of providing buyer or seller with reliable data, poor growth of exhibitions in terms of quality and thus service quality of trade shows cannot be improved. Hosting a lot of visitors (Public/Buyer/Exhibitor) is very crucial to the development of domestic exhibition industry. In order to attract many visitors, service quality of exhibition and visitor's satisfaction should be enhanced. For this purpose, a variety of real-time customized services through digital media and the services for creating new customers and retaining existing customers should be provided. In addition, by providing visitors with personalized information services they could manage their time and space efficiently avoiding the complexity of exhibition space. Exhibition industry can have competitiveness and industrial foundation through building up exhibition-related statistics, creating new information and enhancing research ability. Therefore, this paper deals with customized service with visitor's smart-phone at the exhibition space and designing mobile framework which enables exhibition devices to interact with other devices. Mobile server framework is composed of three different systems; multi-server interaction, server, client, display device. By making knowledge pool of exhibition environment, the accumulated data for each visitor can be provided as personalized service. In addition, based on the reaction of visitors each of all information is utilized as customized information and so the cyclic chain structure is designed. Multiple interaction server is designed to have functions of event handling, interaction process between exhibition device and visitor's smart-phone and data management. Client is an application processed by visitor's smart-phone and could be driven on a variety of platforms. Client functions as interface representing customized service for individual visitors and event input and output for simultaneous participation. Exhibition device consists of display system to show visitors contents and information, interaction input-output system to receive event from visitors and input toward action and finally the control system to connect above two systems. The proposed mobile framework in this paper provides individual visitors with customized and active services using their information profile and advanced Knowledge. In addition, user participation service is suggested as well by using interaction connection system between server, client, and exhibition devices. Suggested mobile framework is a technology which could be applied to culture industry such as performance, show and exhibition. Thus, this builds up the foundation to improve visitor's participation in exhibition and bring about development of exhibition industry by raising visitor's interest.

• Smart Media Journal
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• v.11 no.8
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• pp.21-28
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• 2022

Currently, as we enter the 21st century, the level and interest of society, culture, economy, and science are rapidly developing, but science education is still struggling. In order to increase the efficiency of science education, it is most important to focus on elementary education based on basic science. Therefore, this study aims to analyze the main causes of Korea's science museum's regression as a museum focusing on experience, interest, and fun such as simple science experience centers and science theme parks. To this end, the influencing factors were identified by applying the algorithm of the actor-based model based on the data on the exhibition space and the exhibition movement of the science museum completed and operated in Korea over the past 5 years, and the problem of the visitor movement in the exhibition space was analyzed through the space system. In this study, it was confirmed that the exhibition environment was the best when the linear plot movement system and the picalesque plot were applied simultaneously in the museum's exhibition narrative theory, and the arrangement of major exhibition spaces, width of exhibition spaces, and separation of spaces for exhibition purposes were derived.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.40 no.1
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• pp.217-225
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• 2015

Recently, as the supply of smart phone is spreading and the exhibition industries are rapidly growing, future exhibitions are evolving toward active, customized, interactive, tangible services, which can give more satisfaction to visitors. To realize this services, the indoor localization in the exhibition of visitors is very important and according to the accuracy of localization the quality of services for exhibition are also different. In this paper, state-of-the art indoor localization techniques are investigated and new localization method are proposed. To achieve this goal, future exhibition service types are proposed, which are connected with IT technology. And also, BLE(Bluetooth Low Energy) technology including comparison of specifications and representative localization technologies are analysed. Furthermore we performed comparison study and simulation between RF and VLC channels. Finally based on this, we proposed converged VLC and RF(Wi-Fi and BLE) localization technique for exhibition.

• Journal of Intelligence and Information Systems
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• v.17 no.2
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• pp.109-117
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• 2011

The exhibition industry, as technology-intensive, eco-friendly industry, contributes to regional and national development and enhancement of its image as well, if it joins cultural and tourist industry. Therefore, We need to revitalize the exhibition industry, as actively holding an exhibition event. However, to attract a number of exhibition audience, the work of enhancing audience satisfaction and awareness of value for participation should be prioritized after improving quality of service within exhibition hall. As one way to enhance the quality of service, it is thought that the way providing personalized service geared toward each audience is needed. that is, if audience avoids the complexity in exhibition space and it affords them service to enable effective time and space management, it will improve the satisfaction. All such personalized service affordable lets the audience's preference on the basis of each audience profile registered in advance online grasp. and Based on this information, it is provided with exhibition-related information suited their purpose that is the booth for the interesting audience, the shortest path to go to the booth and event via audience's smart phone. and it collects audience's reaction information, such as visiting the booth, participating the event through offered the information in this way and location information for the flow of movement, the present position so that it makes revision of existing each audience profile. After correcting the information, it extracts the individual's preference. hereunder, it provides recommend booth and event information. in other words, it provides optimal information for individual by amendment based on reaction information about recommending information built on basic profile. It provides personalized service dynamic and interactive with audience. This paper will be able to provide the most suitable information for each audience through circular and interactive structure and designed smart-phone application supportable for updating dynamic and interactive personalized service that is able to afford surrounding information in real time, as locating movement position through sensing. The proposed application collects user‘s context information and carrys information gathering function collecting the reaction about searched or provided information via sensing. and it also carrys information gathering function providing needed data for user in exhibition hall. In other words, it offers information about recommend booth of position foundation for user, location-based services of recommend booth and involves service providing detailed information for inside exhibition by using service of augmented reality, the map of whole exhibition as well. and it is also provided with SNS service that is able to keep information exchange besides intimacy. To provide this service, application is consisted of several module. first of all, it includes UNS identity module for sensing, and contain sensor information gathering module handling and collecting the perceived information through this module. Sensor information gathered like this transmits the information gathering server. and there is exhibition information interfacing with user and this module transmits to interesting information collection module through user's reaction besides interface. Interesting information collection module transmits collected information and If valid information out of the information gathering server that brings together sensing information and interesting information is sent to recommend server, the recommend server makes recommend information through inference with gathered valid information. If this server transmit by exhibition information process, exhibition information process module is provided with user by interface. Through this system it raises the dynamic, intelligent personalized service for user.