 |
[윤유식, 엄문연, 김은진]컨벤션목적지 브랜드자산 가치 시장세분화에 따른 방문성과, 만족도, 충성도 차이 연구 |
 |
noname |
 |
18-08-28 21:21 |
 |
317 |
|
논문명 |
컨벤션목적지 브랜드자산 가치 시장세분화에 따른 방문성과, 만족도, 충성도 차이 연구
|
|
저자(참여인력명) |
|
|
게재지명 |
|
|
핵심어 |
컨벤션목적지, 브랜드자산가치, 방문성과, 만족도, 충성도
|
|
초록 |
This study aims to segment perceived convention destination brand equity and to examine the differences of visit performance, satisfaction, and destination loyalty among the segmented groups. To date, brand equity research of convention destination is somewhat limited and are mostly focused on scale development for brand equity assessment and construction of brand equity. The competitiveness of convention destination could depend on the brand equity of visitors' perception. It is, thus, crucial to consider and aware the characteristics of visitor in respect of convention destination brand equity. Cluster analysis was conducted using a sample of 380 international visitors of COEX in Seoul. Results indicate three different segmented groups and differences existed among them. Overall, this research provides valuable information, understanding of convention destination visitors' perceived
brand equity and offering necessity of improving brand equity for the convention destination competitiveness.
|
|
|
HOME > 사업단 성과 > 논문게재실적
