컨벤션 방문객에 대한 지역주민의 인식이 컨벤션 도시정체성 및 브랜드 개발에 미치는 영향 = The Crucial Factors of Convention Visitors` Attributes in Enhancing Perceived Residents` Personal Connection with Convention Visitor and their Brand Citizenship Behavior

다국어 초록 (Multilingual Abstract)

This study``s purposes were to (1) examine critical convention visitors`` attributes in improving residents`` personal connection with convention visitors, (2) verify the relationships among personal connection, city identity and brand citizenship behavior. Based on the existing literature, the conceptual proposed model was designed. In order to experimentally test, 420 questionnaires were distributed to residents who had participated in conventions or exhibitions in Busan, Korea. The data collected from 381 residents was analyzed utilizing structural equation modeling(SEM). The findings of this study indicate that (1) three sub-dimensions of convention visitor attributes (expertise, displayed emotion, helping behavior) influenced positively on personal connection, (2) residents`` personal connection had positive effect on both city identity and brand citizenship behavior and (3) the impact of city identity on brand citizenship behavior was positively significant. The theoretical and useful managerial implications were provided based on the results of this study.