컨벤션개최지 이미지가 추천의도에 미치는 영향

• 영문명: The Impact of Convention Destination Image on Intention to Recommend: The Moderating Effect of Convention Destination Personality
• 발행기관: 한국관광학회
• 저자명: 李惠蓮 尹裕植
• 간행물 정보: 『관광학연구』제35권 제3호, 225~241쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.04.30

영문 초록

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.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구 결과

Ⅴ. 결론

참고문헌

키워드

컨벤션개최지 개성 이미지 참가자 추천의도 Convention destination Personality Image Attendees' intention to recommend