A Comparative Study of International Convention Attendees Motivation and Perceived Destination Image : Focusing on Asian and Non-Asian Attendees

This study aims to identify differences in international convention attendees motivation and perceived destination image between Asian and non-Asian attendees. Despite ample amount of literature, a comparison study of convention motivation and the perceived destination image among international convention attendees has yet to emerge. The study explores whether any differences exist concerning the relationship of motivation and destination image. Especially this study incorporates both cognitive and affective components of destination image. Data were gathered from 450 overseas attendees who participated international conventions and a corporate meeting held in Seoul, Korea. The findings of the study indicate that attendees with different cultural backgrounds have differences in their motivation and perceived cognitive and affective image of the convention destination. It reveals that the cognitive image fully mediates the relationship between motivation and affective image for all attendees. However, the result of relationship between motivation, cognitive and affective destination image provides no difference between Asian and non-Asian attendees.