컨벤션 목적지 마케팅 믹스 인식 세분화에 따른 목적지 이미지, 방문 만족도 및 행동의도 차이에 관한 연구

• 발행기관: 관광경영학회
• 저자명: 김은진 윤유식 황정
• 간행물 정보: 『관광경영연구』제19권 제2호, 45~62쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.05.30

영문 초록

The purpose of this study was to segment the degree of visitors’ perception on convention destination marketing mix(5P's) and to see if there were any significance differences among the segmented groups in terms of destination image, visitors' satisfaction, and behavior intention. Convention destination can be considered as a product to bring more conventions and events in specified place, affecting positive economic, social, and cultural impacts. Thus, marketing activities and performances should be evaluated and monitored. Even though convention visitors' perception and attitudes regarding the destination marketing activities are important, only few research has been discussed. Therefore, this study tried to discuss general convention marketing activities and to segment visitors' perception of them. More detailed discussion and implication are provided in the conclusion section.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

Convention Destination Marketing Mix Destination Image Behavioral Intention