컨벤션 마케팅 효과측정에 관한 연구 -KNTO CVB를 중심으로-
Measuring convention marketing effectiveness: case analysis of KNTO CVB
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The purpose of this study is to measure effectiveness of convention marketing activities which are based on marketing process for attracting conventions by the Convention Visitors Bureau (CVB) of Korean National Tourism Organization. Moreover, the study is to suggest a basic framework for a marketing paradigm of convention industry to establish the marketing plan, and segment various convention markets, targeting specific groups, and creating positioning strategies. The marketing activities for promoting convention industry in Korea could be evaluated effectively in terms of sales calls, personal selling, and publicity. the most effective tool in convention sales, is the personal sales call. This type of fact-to-face selling works well with both professional and non-professional meeting organizers. This study lacks reliability of the result due to the sample size. This leads to misjudge effectiveness of convention marketing activities by the KNTO's CVB.
Abstract
The purpose of this study is to measure effectiveness of convention marketing activities which are based on marketing process for attracting conventions by the Convention Visitors Bureau (CVB) of Korean National Tourism Organization. Moreover, the study is to suggest a basic framework for a marketing paradigm of convention industry to establish the marketing plan, and segment various convention markets, targeting specific groups, and creating positioning strategies. The marketing activities for promoting convention industry in Korea could be evaluated effectively in terms of sales calls, personal selling, and publicity. the most effective tool in convention sales, is the personal sales call. This type of fact-to-face selling works well with both professional and non-professional meeting organizers. This study lacks reliability of the result due to the sample size. This leads to misjudge effectiveness of convention marketing activities by the KNTO's CVB.
참고문헌 (20)
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