컨벤션개최지 이미지가 추천의도에 미치는 영향 - 컨벤션개최지 개성의 조절효과를 중심으로 - = The Impact of Convention Destination Image on Intention to Recommend: The Moderating Effect of Convention Destination Personality

다국어 초록 (Multilingual Abstract)

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.

국문 초록 (Abstract)

본 연구는 컨벤션개최지 개성의 차원을 확인하고 컨벤션개최지 개성이 이미지가 컨벤션참가자의 추천의도에 영향 미치는 과정에서 조절효과를 보이는 지를 검토하였다. 자료수집은 서울지역에서 개최된 국제컨벤션에 참가한 해외참가자를 대상으로 이루어졌으며, 최종적으로 유효한 283개의 설문지를 분석에 사용하였다.
먼저 확인요인분석 결과, 컨벤션개최지 개성은 성실, 열정 및 능력 등 3개 차원으로 구성된 것을 확인하였다. 그리고 위계적 조절 회귀분석 결과, 컨벤션개최지 개성이 이미지가 추천의도에 미치는 영향을 조절하는 것으로 나타났다. 구체적으로 열정 차원은 정서이미지가 추전의도에 미치는 영향을 제고시키며, 능력차원은 인지 이미지가 추천의도에 미치는 영향을 증가시키는 것으로 나타났다.
본 연구결과에 따른 컨벤션개최지 마케팅 시사점은 극심한 경쟁환경에서 경쟁력제고를 위하여 개최지에 부합하는 독특하며 강력한 개성을 개발해야 한다는 것이다.

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