This study was to identify the underlying dimensions of convention destination personality and to examine the moderating effect of destination personality on the relationship between destination image and convention attendees' intention to recommend. Data were collected from 283 foreign attendees who participated international conventions held in Seoul. Result of a confirmatory factor analysis indicated that perception of convention destination personality was 3-dimensional: sincerity, excitement, and competence. Results also showed that the excitement dimension of destination personality tended to moderate the impact of affective image on attendees' intention to recommend, while the competence dimension was likely to have a significant impact on the relationship between cognitive image and intention to recommend. Marketing implications and future research directions were also discussed.
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구 결과
Ⅴ. 결론
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