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초록 |
Modern international conference and convention industry is categorized as a core strategic industry, which not only has economic effects on the country, but also effects on regional image improvement. This study focused on recognizing various positive advantages of convention destination industry, as well as on satisfaction and loyalty about preferential choices of Chinese visitors with previous visiting experience of COEX or KINTEX, when re-selecting these destinations.
Current study was motivated by the lack of studies on defining attributes of Korea's convention destination visiting experience in the industry. The main objective is to organize attributes of convention destination visiting experience targeting for Chinese visitors. Specifically, the attempt was made to suggest Korea's future conventional destination trend through acquisition of a deeper knowledge about real emotional feelings and satisfaction of Chinese convention visitors. Moreover, by setting Korean culture as a moderating variable, it was attempted to show how convention visiting experience moderates for visiting satisfaction and loyalty.
Based on the literature review, convention destination visiting experiences have been drawn as an emotional experience, educational experience, deviant experience, networking experience, novelty experience and leisure experience. Results of the multiple regressing analysis showed that the deviant experience is the most relevant factor for satisfaction and loyalty. Next was the emotional experience, educational experience, networking experience, which have connection with satisfaction and loyalty. In particular, results of using Korean culture awareness as a moderating variable showed that emotional experience has significant moderating effect in influencing relationship to satisfaction. Finally, it is notable that educational experience has a significant moderating effect in influencing relationship with loyalty. |
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