MICE 목적지 마케팅 커뮤니케이션 반응 세분화에 따른 태도, 경험가치 및 충성도 차이 연구

Differences of MICE destination attitude, experiential value, and loyalty based on segmented groups of marketing communication responses

The purpose of this study is to segment cognitive responses toward MICE destination marketing communications and to analyze the differences among segmented groups in terms of MICE destination attitude, experiential value, and loyalty. From the literature review, the measurement of cognitive responses of marketing communications was developed and employed 12 important attributes. The on-site survey was conducted at COEX and respondents who had experienced marketing communications of MICE destination were asked to participate in the research survey. A total of 320 samples were used for the analyses. Factor and cluster analyses with cognitive responses toward marketing communications were conducted and found three underlying dimensions of cognitive responses (recognition, informativeness, and recall) and three different segmented groups (high, moderate, and low cognitive response groups). MANOVA analysis revealed that there were differences among segmented groups. The group that highly responds to marketing communications showed the most favorable attitude, experiential value, and loyalty toward MICE destination, whereas low responding group showed the least favorable attitude, experiential value, and loyalty towards MICE destination. These results highlight the importance of marketing communications in promoting MICE destination. More practical and theoretical implications are discussed in the conclusion.