경희대학교 BK21

논문명

  Differential effects on the MICE sustainability and customer loyalty perceived by domestic and international attendees

저자(참여인력명)

 정효희(Cheng, Xiao Xi), 김철원(Kim, Chul Won)

게재지명

  한국과학예술포럼

핵심어

  MICE Industry, MICE Sustainabilty, Customer
Loyalty, Diferential Efects

초록

The objective of this study is to explore
diferential efects of the sustainabilty perceived by
domestic and international participants in the MICE
(Metings, Incentive Travel, Convention, and
Exhibiton) held in the Republic of Korea and to
examine the relationship betwen customer loyalty
and perception of the sustainable MICE. In this
study, 30 sustainabilty variables for the MICE
were extracted and tested by the factor analysis,
representing four underlying dimensions: economic
sustainabilty, social sustainabilty, environmental
sustainabilty and event sustainabilty. The results
revealed that signifcant diferences in these four
dimensions of the sustainable MICE were perceived
by domestic and international participants. The
largest diference were perceived by domestic and
international participants with respect to the
environmental sustainabilty factor. The mean
scores indicated that international participants
tended to give higher evaluations than domestic
participants. Second, there were statisticaly
signifcant relationships among economic,
environmental, and event sustainabilty factors and
customer loyalty from the perspective of
international participants. For domestic participants,
only event sustainabilty had a vital relationship
with customer loyalty. The study implied how
policy makers and the MICE managers should adopt
four dimensions of sustainabilty to establish a
harmonious and sustainable MICE practices.