The Differential Influences of Personality to the Image of the Convention Destination(Centered on Seoul, Gwangju and Busan)

Understanding brand personality is important to convention destination marketers. This study develops and tests a structural equation model showing the relationships of theoretical constructs including brand personality, perceived quality, image, value and satisfaction applied to the convention destinations. Linear structural equation modeling was employed to test the hypotheses on the relationships among the theoretical constructs. The results reveal that a proposed in this study provides a appropriate fit based on the theoretical review and sincerity and excitements were not significant to dominance. The sincerity was affected negatively to the pleasure and the other hypotheses set for this study were positively approved.