컨벤션 개최지의 브랜드 개성 측정항목 개발

Developing a Measurement Scale of Brand Personality for the Convention Destination: Application of Zaltman Metaphor Elicitation Technique

To develop a measurement scale of brand personality for the convention destination, authors adopted Zaltman Metaphor Elicitation Technique(ZMET) as qualitative method of doing it. To develop “thick description” through the qualitative research, 13 experts in convention fields have been selected and interviewed. 550 items for the convention destination's BPS have been metaphorically elicited and finally 16 items have been decided. The brand personality scale(BPS) for the convention destination includes the five underlying dimensions: affluent, sincere, unique, sophisticated, and attractive. Notwithstanding several limitations the technique, authors think, will make a contribution to achieving a new horizon for the future convention research.