컨벤션 개최지의 이미지가 만족도 및 사후반응에 미치는 영향

The Effect of the Image of the Convention Destination on the Attendees’ Satisfaction and Reaction

This study aimed to examine the effect of the image of the convention destination on attendees’ satisfaction by analyzing the relationship between the level of satisfaction with the convention destination and the intention to revisit and recommend such destination. In order to enhance the competitive advantage of the convention industry, the research focused on a market-oriented approach than a normative approach. The image of the convention destination was positively related to the perceived level of satisfaction. The higher the number of attendees perceived satisfaction, the stronger they expressed intentions to revisit and recommend the convention destination. The research could be utilized as an effective marketing tool to attract more participants in international conferences held in Korea.