컨벤션 참가동기와 개최지 브랜드 개성이 만족도와 사후반응에 미치는 영향 : - Push-Pull 요인을 중심으로 = A study of the effects of Motivation and Brand Personality for Convention Destination

다국어 초록 (Multilingual Abstract)

In an increasingly saturated marketplace, the success of marketing convention should be guided by a thorough analysis of motivation and its interplay with brand personality for convention destination, satisfaction, revisit and recommendation.
A review of tourism literature reveals an abundance of studies on motivation, satisfaction, revisit and recommendation. but brand personality for convention destination has not been thoroughly investigated to relate motivation with satisfaction, revisit and recommendation.
Recent competition among convention destinations and venues has highlighted the need for better understanding of the convention or conference attendee behavior, including their decision-making process and their evaluation of the convention experience.
Primarily, A review of the literature on motivation reveals that people travel because they are "pushed" into making travel decisions by internal, psychological forces, and "pulled" by the external forces of the destination attributes and the brand personality scale for the convention destination is based on the five underlying dimensions of brand personality: affluent (functional, concentrative, competence, professional, variety), sincere(sincere, orderly, rational, serious, kind), unique(modern, urban, luxurious), sophisticated(artistic, beautiful, sophisticated, high-class), and attractive(eventful, interesting, symbolic, charming). Accordingly, satisfaction with travel experiences, based on these push and pull forces, contributes to satisfaction.
The degree of motivation and brand personality to destination is reflected in their intentions to revisit the destination and in their recommendations to others. Thus, information about convention attendees' motivation and brand personality are important to destination marketers and managers.
This study offers an integrated approach to understanding convention attendees' motivation and attempts to extend the theoretical among the push and pull factors, brand personality for the convention destination and satisfaction.
Therefore, this study conducted a questionnaire survey in attendees who are participated in Convention, held in Seoul, Kyoung Gi-Do, Busan, Jeju, Chang-Won on 2007 for an empirical study. The study's model was made about the relationship of convention attendee motivation, brand personality for convention destination and those have a positive effect on satisfaction of visiting convention destination and attending conventions, and revisit and recommendation which are revealed as the post-reaction.
After that, the study was to figure out the validity of the model, and understand the relation of cause and effect of the model, using simple regression, multiple regression analysis, correlation analysis, and SEM(Structure Equation Model) in other to verity the certainty of the relation of cause and effect.
The result of this study, in short, the Push 1, Push 2 and Pull factors and brand personality for convention destination has a positive effect on the satisfaction. it also has a good influence upon revisit and recommendation which are showed as the post-reaction.
In order to enhance competitive advantage of the convention industry, the research focused on a market-oriented approach rather than a normative approach in the convention field. The Push 1, Push2 and Pull factors and brand personality for convention destination were positively related to the level of satisfaction that convention attendees perceived. The higher attendees perceived satisfaction, the stronger they expressed intentions to revisit and recommend the convention destination. Moreover, it was revealed
The research can be contributed as an effective marketing tool to attract more participants in the international conference, which will be held in Korea.
Greater insights into attendee behavior will also aid in scholarly discussion and could help the practitioner and destination managers to achieve a deeper understanding of the attendee's decision-making process.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구배경 및 문제제기 = 1
• 제2절 연구목적 = 3
• 제3절 연구방법 및 구성 = 4
• 제2장 이론적 배경 = 6
• 제1절 동기(Motivation)에 관한 이론적 배경 = 6
• 1. 관광동기(Tourism Motivation)의 개념 = 6
• 2. 컨벤션 동기(Convention Motivation)의 개념 = 12
• 3. 본연구의 참가동기 도출 = 16
• 제2절 Push-Pull 요인에 관한 이론적 배경 = 17
• 1. Push-Pull 요인의 개념 = 17
• 2. Push-Pull 요인에 대한 선행연구 = 20
• 제3절 컨벤션 개최지 브랜드개성에 대한 이론적 배경 = 26
• 1. 컨벤션 개최지 개념 및 구성요소에 관한 이론적 배경 = 26
• 2. 브랜드 개성(Brand Personality) = 32
• 3. 개최지 브랜드 개성에 관한 이론적 배경 = 43
• 제4절 참가자 만족도, 재방문, 추천의사의 이론적 배경 = 54
• 1. 참가자 만족도 = 54
• 2. 재방문 = 57
• 3. 추천의사 = 58
• 제3장 연구 방법론 = 59
• 제1절 표본의 설정 및 자료수집 = 59
• 제2절 변수운영 체계 = 60
• 1. 변수의 정의 = 60
• 2. 변수의 조작적 정의 = 60
• 3. 변수의 요인 추출 = 61
• 제3절 설문지 작성 및 구성 = 65
• 제4절 연구모형 = 67
• 제5절 연구가설 = 68
• 제6절 분석방법 = 69
• 제4장 실증분석 = 70
• 제1절 표본의 특성 = 70
• 제2절 연구의 타당성 및 신뢰성 검증 = 72
• 1. 타당성 검증 및 신뢰성 검증 = 72
• 제3절 가설검증 = 78
• 1. 가설검증 = 78
• 2. 구조모형 구축을 위한 AMOS 검증 = 79
• 3. 가설검증 결과의 요약 = 88
• 제5장 결론 = 89
• 제1절 연구요약 = 89
• 제2절 연구의 한계 및 미래 연구방향 = 92
• 참고 문헌 = 93
• Abstract = 106
• 설문지 = 109