| 발표논문명 |
비즈니스 곤광객의 비계획적 쇼핑활동에 미치는 영향요인에 관한 연구: 국제회의 참가자를 중심으로 |
| 저자 |
박효연, 김동한 |
| 학술대회명 |
2015 한국호텔외식관광경영학회 국제학술대회 |
| 일시 |
2015.06.25 |
| 장소 |
서울 |
| 초록 |
The purpose of this study is to present business travellers’ shopping characteristics from convention participants’ point of view and to find the determinants of their unplanned shopping behaviors through comparing differences between the expenses planned prior to the event and the actual expenses. In order to achieve this purpose, on/off-line self administrative survey were conducted to the participants in conventions which were held in Seoul. The results were derived from analyzing a total of 762 data using ANOVA and Multi logistic regression model. The findings showed that shopping was the highest frequency activity for convention participants, and convention participants seemed to follow a similar pattern with general tourists in terms of shopping items. Also, more than 50% participants represented the differences between the expenses planned prior to the event and the actual expenses. Finally, it appeared that purchasing fashion clothing and accessories as well as high level of their satisfactions
affected the probability of having many expenses in the actual expenditure. Consequentially, it means that convention participants are able to do unplanned behaviors during their business trip. This study is significant as it proposes implications for boosting shopping tourism. The results contribute to better understanding of business travellers’ unplanned shopping behaviors, providing researchers and practitioners with insight into how effectively to expand a business traveller’s shopping activity. Further study should be performed to supplement this study by conducting in other regions and employing additional factors influencing shopping experiences. |
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