컨벤션참가자의 개최지에 대한 지각이 만족에 미치는 영향

The Influence of Convention Participants' Perceptions to the Destination on their Overall Satisfaction: A Focus on the Brand Personality, Perceived Quality, Image, and Value.

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.