경희대학교 BK21

논문명

컨벤션목적지 브랜드자산 가치 시장세분화에 따른 방문성과, 만족도, 충성도 차이연구

저자(참여인력명)

윤유식, 김은진 

게재지명

관광레저연구  

핵심어

컨벤션목적지(Convention Destination), 브랜드자산 가치(Brand Equity), 방문성과(Visit Performance), 만족도(Satisfaction), 충성도(Loyalty)

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.