호텔 컨벤션에 대한 컨벤션기획자의 관계편익지각과 신뢰성지각이 관계지속성에 미치는 영향
The impact of convention planners' perception of relationship benefits and trust on the long-term relationship intention
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The purpose of this research is to examine the impact of convention planners' perception of relationship benefits and trust on the long-term relationship intention and how it will affect the hotel business while PCO (Professional Congress/ Convention Organizer) are using the hotel services and facilities. Convention industry, meeting planner and perception of relationship benefits and trust on the long-term relationship intention were first considered. There are two topics which were based on the result of research. To identify convention planner's perception of relationship benefits and trust. To verify and analyze the impact of convention planners' perception of relationship benefits and trust on the long-term relationship intention. Survey for convention and meeting planners was conducted from September 30th to October 29th, 2005 to formulate this empirical research. Total 130 questionnaires distributed and 113 answers were used for final analysis. The following recommendations which are help for successful convention hotel business were proposed according to the research results. First, a convention hotel should make efforts and investments on marketing strategies of relationship benefits and trust. Second, a convention planner who has customer relationship needs to develop and remain competitive with competitors by developing various dimensional relationship benefits. Third, the relationship between convention planner and customer requires to be analyzed continually in order to improve efficiency of marketing cost.
Abstract
The purpose of this research is to examine the impact of convention planners' perception of relationship benefits and trust on the long-term relationship intention and how it will affect the hotel business while PCO (Professional Congress/ Convention Organizer) are using the hotel services and facilities. Convention industry, meeting planner and perception of relationship benefits and trust on the long-term relationship intention were first considered. There are two topics which were based on the result of research. To identify convention planner's perception of relationship benefits and trust. To verify and analyze the impact of convention planners' perception of relationship benefits and trust on the long-term relationship intention. Survey for convention and meeting planners was conducted from September 30th to October 29th, 2005 to formulate this empirical research. Total 130 questionnaires distributed and 113 answers were used for final analysis. The following recommendations which are help for successful convention hotel business were proposed according to the research results. First, a convention hotel should make efforts and investments on marketing strategies of relationship benefits and trust. Second, a convention planner who has customer relationship needs to develop and remain competitive with competitors by developing various dimensional relationship benefits. Third, the relationship between convention planner and customer requires to be analyzed continually in order to improve efficiency of marketing cost.
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