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컨벤션 속성이 제주의 개최지만족, 이미지, 충성도에미치는영향

The Effect of Convention Attributes on Destination Satisfaction, Image and Loyalty in Jeju

이연우|조진훈
한국마이스관광학회 (Korea MICE Tourism Society)|2021.09|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제21권 제3호|pp. 67-86

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참고문헌

키워드

충성도LoyaltyDestination Image컨벤션 속성개최지 만족개최지 이미지Convention AttributeDestination Satisfaction

초록

The purpose of this study was to analyze the relationship among convention attributes, destination satisfaction, image, and loyalty. For this empirical study, secondary data from the ‘2019 Survey of Participants’ employed by the Jeju Convention and Visitors Bureau was used. The results of this study demonstrated that 'convention attributes' had a positively partial effect on ‘destination satisfaction’ and the factors of ‘destination satisfaction’ were directly related to improving the destination image. Also ‘improved destination image’ had a significant effect on not only ‘tourism destination loyalty’ but also on ‘convention destination loyalty’. These findings proved that enhanced convention attributes, destination satisfaction and image strengthened loyalty of the convention destination. Therefore, the local government or convention bureau should try to provide policies and support to lead to a better convention environment and professionalism for participants’ satisfaction. Furthermore, in order to enhance the competitive advantage of the convention attributes, cooperation among destination suppliers is also necessary.

Abstract

The purpose of this study was to analyze the relationship among convention attributes, destination satisfaction, image, and loyalty. For this empirical study, secondary data from the ‘2019 Survey of Participants’ employed by the Jeju Convention and Visitors Bureau was used. The results of this study demonstrated that 'convention attributes' had a positively partial effect on ‘destination satisfaction’ and the factors of ‘destination satisfaction’ were directly related to improving the destination image. Also ‘improved destination image’ had a significant effect on not only ‘tourism destination loyalty’ but also on ‘convention destination loyalty’. These findings proved that enhanced convention attributes, destination satisfaction and image strengthened loyalty of the convention destination. Therefore, the local government or convention bureau should try to provide policies and support to lead to a better convention environment and professionalism for participants’ satisfaction. Furthermore, in order to enhance the competitive advantage of the convention attributes, cooperation among destination suppliers is also necessary.

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