전시컨벤션센터 장소 브랜딩 공유가치 인식이 지역 MICE 얼라이언스의 협의체 조직유효성, 행동의도에 미치는 영향
The Impact of Perceived Shared Value of Exhibition and Convention Center Venue Branding on Organizational Effectiveness, and Intentions of MICE Alliances
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This study investigates how the shared branding value of exhibition and convention centers, functioning as public infrastructure, affects organizational effectiveness and behavioral intentions among local MICE alliance members. Survey data from 141 members in major Korean cities show that Inclusive and Expansive value significantly enhance organizational satisfaction and commitment, which in turn strongly drive behavioral intentions. The findings highlight the importance of fostering collaboration and shared opportunities to strengthen alliance cohesion and long-term engagement. The study also emphasizes that exhibition and convention centers should function not only as physical facilities but also as community hubs that support regional economic and social development, offering practical insights for sustainable growth of the MICE industry through each type of shared value.
Abstract
This study investigates how the shared branding value of exhibition and convention centers, functioning as public infrastructure, affects organizational effectiveness and behavioral intentions among local MICE alliance members. Survey data from 141 members in major Korean cities show that Inclusive and Expansive value significantly enhance organizational satisfaction and commitment, which in turn strongly drive behavioral intentions. The findings highlight the importance of fostering collaboration and shared opportunities to strengthen alliance cohesion and long-term engagement. The study also emphasizes that exhibition and convention centers should function not only as physical facilities but also as community hubs that support regional economic and social development, offering practical insights for sustainable growth of the MICE industry through each type of shared value.