경희대학교 BK21

논문명

MICE 개최지 방문위험지각 세분화에 따른 방문전환행동, 만족도 및 충성도 차이연구

저자(참여인력명)

김은진, 윤유식 

게재지명

관광경영연구 

핵심어

MICE Destination. Perceived Risks. Switching Behaviour. Visiting Satisfaction. Loyalty. Cluster Analysis. 

초록

This study aims to segment perceived risks of MICE destination and to analyze if there are differences among segmented groups in terms of MICE destination switching
behavior, visiting satisfaction and loyalty. MICE industry has been grown and expected to expand more in the future. In order to effectively attract and manage MICE industry, it is important to understand what risks affect MICE destination choices and decision. From the
literature review, the measurement of perceived risks of MICE destination have been developed and measured from on-site survey. Factor and cluster analysis with perceived risks were conducted and showed five underlying dimensions of perceived risks(function,
time consumption, physical and environmental, social and psychological, economical risk) and three different segmented groups(highly, moderate, low perceived risk group). MANOVA analysis showed that there were differences among segmented groups in terms of visiting satisfaction and loyalty.