컨벤션참가자의 개최지에 대한 지각이 만족에 미치는 영향

• 영문명: The Influence of Convention Participants' Perceptions to the Destination on their Overall Satisfaction: A Focus on the Brand Personality, Perceived Quality, Image, and Value.
• 발행기관: 한국관광학회
• 저자명: 金錦林 崔貞子
• 간행물 정보: 『관광학연구』제34권 제1호, 295~318쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.02.28

영문 초록

Understanding important variables influencing customer satisfaction with convention destination is important to the convention destination marketers. This study developed and tested a structural equation model showing the relationships of theoretical constructs including brand personality, perceived quality, image, value and satisfaction applied to the convention destinations. Data were collected from 300 people who participated in a convention at three different cities(Seoul, Gwangju, Pusan) on October 2008. Results proved the importance of the convention destination brand personality, perceived quality, image of the convention destination in the satisfaction of convention participants. Particularly, the brand personality was found to be the most important factor among the variables influencing the participants' overall satisfaction. Findings of this study suggest that destination marketers need to develop better characteristics of ability, sincerity, interests and sophistications of the convention destination brand.

목차

I. 서론

II. 이론적 배경 및 가설의 설정

III. 연구방법론

IV. 분석결과 및 시사점

V. 결론 및 시사점

참고문헌

키워드

컨벤션 개최지 가치 만족 브랜드개성 지각된 품질 이미지 Conventional destination Value Satisfaction Brand personality Perceived quality Image