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[박상수, 김철원] 컨벤션 개최지 브랜드 개성이 자아일체감과 브랜드 태도에 미치는 영향 –개인주의와 집단주의 문화차이를 중심으로- |
논문명: 컨벤션 개최지 브랜드 개성이 자아일체감과 브랜드 태도에 미치는 영향 –개인주의와 집단주의 문화차이를 중심으로-
저자(참여인력명): 박상수, 김철원
게재지명: 이벤트컨벤션연구
핵심어: 컨벤션 개최지 브랜드 개성(convention destination brand personality), 자아일체감(self
congruity), 브랜드 태도 (brand attitude), 문화차이 연구(cultural difference research)
초록:
Purpose –This study is to examine the transformation process and current situation of MICE industry network governance in a changing policy environment. Further, it presents a model of MICE industry network governance that can lead the MICE industry of the future. Design, data, and methodology –Seoul public-private cooperation system, the Seoul MICE Alliance (SMA) was selected. An integrated study was conducted through social network analysis and in-depth interviews in terms of the process of network change from 2013 through 2017. Result – The Seoul government has achieved the quantitative growth of the Seoul MICE Alliance, which was promoted for the purpose of building a MICE industrial sustainable system, it exposed the limitations of policy implementation that did not lead to qualitative growth such as efficient network operations and increased profits. Conclusions –A network model for the future of the MICE industry was derived based on the analysis of change process of the Seoul MICE industry network governance structure and in-depth interviews with SMA related organizations. It makes a valuable academic contribution in presenting the framework to grasp the MICE industry network and in developing a theoretical model of the perform analysis on future MICE industry governance.
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