컨벤션 서비스 품질을 통한 참가자의 만족 제고방안에 관한 연구

다국어 초록 (Multilingual Abstract)

In the 21st century, the world has been developing rapidly and the taste as well as the demand of tourists are respectively different. The consumers can analyze and have a choice information about various culture and tour by themselves in accordance with the rapid development and supply of Internet. As a result, the focus of the tourist industry is quickly turning the suppliers into the consumers.
Tourist industry is expected to change the structure of industry and the contents of service basically as the age of Internet or digital revolution. Convention industry is renewed knowledge based tourist industry at the same time. As the Global Age has made the whole world shrunk to a one-day life zone gradually, regional and national interchange and cooperation has been proceeded actively. Also, the more the citizen organizations will expand the international solidarity and cooperation activity, the more the demand of convention industry will grow steadily as the active development of the various activity of Non-government Organization(NGO).
Convention industry is not only the total industry, but also the core industry in the knowledge-based industry, which encourages the production and circulation of knowledge and information, including the related industry such as sightseeing, leisure industry, lodging, entertainment, food and drink, traffic, communication and so on. Convention industry as the service industry originated the employment and activates the regional economy. It also functions as the higher value-added business which causes the foreign currency acquisition and the increase in tax-revenue. It functions as the good effect industry which causes the development in local community and the improvement of image of local community simultaneously as well.
'Future Watch 2008', the study about convention industry, shows that specialists expect the growth of participants and budget this year. Besides, the research for the 1,643 professionals in meetings and events in the whole world by Meeting Professionals International(MPI), supported by American Express, shows that they expect the number of participants grows 19% in 2008. However, they added the lack of the suppliers of convention service would cause the problem. Therefore, we need to improve the software as well as the service and the image that play important roles in convention industry.
This research would make sure the effect that the quality of service gives to the participants' satisfaction, their revisit and intention by word of mouth. While the problem is that hardwares such as facilities are insufficient or poor in the past, it becomes an issue that how well-prepared facility will be utilized to the software today. The purpose is to make sure that devotion in the improvement of quality of the differentiated service would encourage the satisfaction and intention by word of mouth of the participants.
Through the above proposal, the following conclusions are like this.
First, the quality of convention service was measured by drawing 5 factors - materiality, reliability, reactivity, assurance and sympathy,
Second, as the result of the difference analyze (T-Test) between male and female, there was difference between them in the factor of reliability, reactivity and sympathy. It appeared that they were recognized more highly by male than by female.
Third, as the result of the difference analyze (ANOVA) of the example group, there was difference classified by age, occupation, income, and number of participation.
Fourth, it appeared that the quality factor of convention service affected the satisfaction of participants, intention of revisit and intention by word of mouth as the result of the individual regression analysis.
All the above conclusions of research shows that the quality of convention service meaningfully affects the satisfaction of participants, intention of revisit and intention by word of mouth.
Consequently, the factor of service quality should be caught as the interface between service suppliers and participants. Also, the effort of convention industry is necessary to improve the quality of the service through market segmentation, as different priority order of service quality recognized by participant groups.

목차 (Table of Contents)

• 제 1 장 서론
• 제 1 절 문제제기
• 제 2 절 연구목적
• 제 3 절 연구의 방법 및 범위
• 1. 연구방법
• 2. 연구의 범위 및 구성
• 제 2 장 이론적 배경
• 제 1 절 컨벤션 산업
• 1. 컨벤션 산업의 개념
• 2. 컨벤션 산업의 유형 및 특성
• 1) 컨벤션 산업의 유형
• 2) 컨벤션 산업의 특성
• 3. 컨벤션산업의 파급효과
• 1) 컨벤션과 관광산업
• 2) 컨벤션 산업의 파급효과
• 제 2 절 서비스품질
• 1. 서비스품질의 개념
• 2. 서비스품질의 특성
• 3. 서비스품질의 구성요소
• 4. 서비스품질의 측정방법
• 1) 서비스품질의 평가방법
• 2) 서비스품질 평가모형
• 제 3 절 고객만족 및 사후행동
• 1. 고객만족
• 2. 재방문의도
• 3. 구전의도
• 4. 서비스품질과 고객만족과의 관계
• 5. 고객만족과 재구매 및 구전의도와의 관계
• 제 3 장 실증분석의 설계
• 제 1 절 연구모형 및 가설설정
• 1. 연구모형 설정
• 2. 연구가설의 설정
• 제 2 절 조사 설계
• 1. 연구대상의 선정
• 2. 변수의 조작적 정의 및 설문의 구성
• 1) 컨벤션서비스품질
• 2) 컨벤션 참가자 만족
• 3) 재방문의사
• 4) 구전의도
• 제 4 장 실증분석의 결과
• 제 1 절 자료의 일반적 분석
• 1. 인구통계학적 특성
• 제 2 절 신뢰성 및 타당성 검증
• 1. 신뢰성 검증
• 2. 요인분석
• 제 3 절 차이검증
• 1. T-Test 검증
• 2. 분산분석(ANOVA) 차이검증
• 제 4 절 가설의 검증
• 1. 가설 1, 2, 3의 검증
• 2. 가설 4, 5의 검증
• 제 5 장 결론
• 참고문헌
• 설문지
• ABSTRACT