컨벤션 참가자의 동기가 고객만족 및 구전의사에 미치는 영향
Effect of the Motivation on Satisfaction and Word-of-Mouth Intention of Convention Attendees
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
The purpose of this study was to identify the structural relationship among motivation, satisfaction, word-of-mouth (WOM) intention of convention attendees. Two hundred and sixty-five questionnaires, with a 91.7% response rate from different conventions held in three Super Deluxe Hotels in Seoul, were utilized to study the relationship among research constructs. PASW Statistics 18 and Amos 18 were employed to analyze the unidimensionality of research concepts and reliability test, and the proposed hypothetical model was validated with a structured equation modeling. Three underlying dimensions of convention attendees' motivation were identified: departure from the daily routine, personal development, convention program. Personal development and convention program of convention attendees' motivation showed positive impact on satisfaction, and satisfaction showed positive impact on WOM intention. And the managerial implications of these results were examined.
Abstract
The purpose of this study was to identify the structural relationship among motivation, satisfaction, word-of-mouth (WOM) intention of convention attendees. Two hundred and sixty-five questionnaires, with a 91.7% response rate from different conventions held in three Super Deluxe Hotels in Seoul, were utilized to study the relationship among research constructs. PASW Statistics 18 and Amos 18 were employed to analyze the unidimensionality of research concepts and reliability test, and the proposed hypothetical model was validated with a structured equation modeling. Three underlying dimensions of convention attendees' motivation were identified: departure from the daily routine, personal development, convention program. Personal development and convention program of convention attendees' motivation showed positive impact on satisfaction, and satisfaction showed positive impact on WOM intention. And the managerial implications of these results were examined.
참고문헌 (53)
- 김철원, "컨벤션 개최지의 브랜드개성이 선호 및 재방문 의도에 미치는 영향", 관광연구저널, 21(4), pp.195~209 (2007), 한국관광연구학회
- 손정미, "컨벤션참가동기와 참가결정에 미치는 문화적 차이에 관한 연구 : 집단주의와 개인주의를 중심으로", 박사, pp.2005
- 신영선, "전시컨벤션 참가동기와 지역 연계관광상품 활성화방안 연구분석", 관광연구저널, 23(1), pp.5~19 (2009), 한국관광연구학회
- 윤승현, "동북아시아 전시컨벤션센터의 포지셔닝에 관한 연구", 박사, pp.2006
- 윤은주, "컨벤션 사전등록 시점과 참가의도의 관계", 관광연구저널, 22(1), pp.121~134 (2008), 한국관광연구학회
- 이선화, "AHP를 활용한 컨벤션센터의 성과평가와 성과의 구조적관계 : 균형성과표(Balanced Scorecard: BSC)를 중심으로", 박사, 이벤트경영, pp.2008
- 이은수, "MICE 참가동기와 연계관광프로그램의 선호도 분석", 관광연구, 20(1), pp.1~19 (2005), 대한관광경영학회
- 이혜련, "컨벤션 참가동기와 관광활동 선호에 관한 비교연구-아시아와 서구 참가자를 중심으로", 관광연구저널, 20(3), pp.17~24 (2006), 한국관광연구학회
- 전태유, "물류 컨벤션 행사의 측정요인이 긍정적 감정, 관계품질, 구전 및 추천의도에 미치는영향", 물류학회지, 21(3), pp.88~111 (2011), 한국물류학회
- Birkan, I, "A Visitor Satisfaction Study of the Commonwealth Independent States in Antalya, Turkey", Tourism Analysis, 7(3-4), pp.271~276 (2003)
- Bowen, J. T, "The Relationship Between Customer Loyalty and Customer Satisfaction", International Journal of Contemporary Hospitality Management, 13(4, pp.5) (2001), 213~217
- Brown, J. J, "Social Ties and Word-of-Mouth Referral Behavior", Journal of Consumer Research, 14, pp.350~362 (1987)
- Churchill, G. A, "An Investigation Into the Determinants of Customer Satisfaction", Journal of Marketing Research, pp.491~504 (1982)
- Crompton, J, "Motives of Visitors Attending Festival Events", Annals of Tourism Research, 24(2), pp.425~439 (1997)
- Cronin, J, "Measuring Quality Service: A Reexamination and Extension", Journal of Marketing, 56, pp.55~68 (1992)
- Crouch, G. I., "The Determinants of Convention Site Selection: A Logistic Choice Model from Experimental Data", Journal of Travel Research, 43, pp.118~130 (2005)
- Crouch, G. I, "Site Selection Research: A Review Conceptual Model, and Propositional Framework", Journal of Conventions & Exhibition Management, 1(1), pp.49~69 (1998)
- Dann, G., "Anmie Ego-Enhancement and Tourism", Annals of Tourism Research, 8(2), pp.184~194 (1977)
- Dann, G., "Tourism Motivations: An Appraisal", Annals of Tourism Research, 8(2), pp.189~219 (1981)
- Dewar, K., "Harbin, Lanterns of Ice, Sculptures of Snow", Tourism Management, 22(5), pp.523~532 (2001)
- Formica, S., "Market Segmentation of an International Cultural-Historical Event in Italy", Journal of Travel Research, 36(4), pp.16~24 (1998)
- Ganesh, J., "Understanding the Customer Base of Service Providers: An Examination of the Differences and Switchers and Stayers", Journal of Marketing, 64(3), pp.65~77 (2000)
- Getty, J. M., "A Procedure for Scaling Perceptions of Lodging Quality", Hospitality Research Journal, 18(2), pp.75~96 (1994)
- Grant, Y. N. J, "The Meeting Selection Process: A Demographic Profile of Attendees Clutered by Criteria Utilized in Selecting Meetings", Hospitality Research Journal, 20(1), pp.57~71 (1996)
- Gremler, D. D, "Word-of-Mouth About Service Providers: An Illustration of Theory development in Marketing, In 1994 AMA Winter's Educator's Conference: Marketing Theory and Applications", pp.62~70 (1994), American Marketing Association
- Harrison-Walker, L. J, "The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents", Journal of Service Research, 49(1), pp.60~75 (2001)
- Heskett, J, "The Service Profit Chain" (1997), Free Press
- Jun, J, "Classifying U.S. Association Meeting Planners Based on International Destination Selection Criteira: A Case Study of South Korea", International Journal of Hospitality Management, 18, pp.183~199 (1999)
- Lee, C., "A Comparative Study of Caucasian and Asian Visitors to a Cultural Expo in an Asian Setting", Tourism Management, 21(2), pp.169~176 (2000)
- Lee, J. L, "A Review of Convention and Meeting Management Research", Journal of Convention & Event Tourism, 7(2), pp.1~19 (2005)
- Madrigal, R, "Cognitive and Affective Determinants of Fan Satisfaction with Sporting Event Attendance", Journal of Leisure Research, 27(3), pp.205~207 (1995)
- Oliver, R. L., "Satisfaction: A Behavioral Perspective on the Consumer" (1996), McGraw-Hill Publishing Company
- Oliver, R. L, "Assessing the Dimensionality and Structure of Consumption Experiences: Evaluation, Feeling, and Satisfaction", Journal of Consumer Research, 20, pp.451~456 (1993)
- Oliver, R. L, "Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction", Journal of Consumer Research, 16(3), pp.372~383 (1989)
- Oppermann, M, "Modeling Convention Location Choice and Participation Decision Making Process: A Review with Emphasis on Professional Associations", pp.188~ (1994), Centre des hautes Etudes Touristiques, Universite de Droit, d'Economie et des Sciences, Aix-en-Provence
- Oppermann, M, "Tourism in Developing Countries" (1997), International Thomson Press
- Pearce, P, "The Social Psychology of Tourist Behavior" (1982), Pergamon Press
- Petrick, J. F, "Ten Steps for Organizing Your Year. Association Management", Association Management, 51(1), pp.122~123 (1999)
- Petrick, J. F, "An Examination of the Determination of Entertainment Vacations' Intentions to Revisit", Journal of Travel Research, 40, pp.41~48 (2001)
- Pizam, A, "Prediciting Satisfaction Among First Time Visitors to a Destination by Using the Expectancy Disconfirmation Theory", International Journal of Hospitality Management, 12(2), pp.197~209 (1993)
- Price, C, "An Empirical Study of the Value of Professional Association Meetings from the Perspective of Attendees", 박사, pp.1993
- Rachael, E, "Why Do People Attend Events: A Comparative Analysis of Visitor Motivation At Four South Island Events", Journal of Travel Research, 39(4), pp.449~460 (2001)
- Reichheld, F, "Zero Defections: Quality Comes to Services", Harvard Business Review, pp.88~99 (1995)
- Rittichainuwat, B, "Understanding Motivations, Inhibiitors, and Facilitators of Association Members in Attending International Conferences", Journal of Convention & Exhibition Management, 3(3), pp.45~62 (2001)
- Scott, D, "A Comparison of Visitors' Motivations to Attend Three Urban Festivals", Festival Management & Event Tourism, 3, pp.121~128 (1996)
- Severt, D, "Examining the Motivation, Perceived Performance, and Behavioral Intentions of Convention Attendees", Evidence from a Regional Conference, 28, pp.399~408 (2007), Tourism Management
- So, S, "The Repeat Travel Market for Taiwan: A Multi-stage Segmentation Approach", Asia Pacific Journal of Tourism Research, 9(1), pp.71~87 (2004)
- Swan, J. E, "Postpurchase Ciommunication by Consumers", Journal of Retailing, 65, pp.516~533 (1989)
- Tse, O. K, "Models of Consumer Satisfaction Formation: An Extension", Journal of Marketing Research, 25(2), pp.204~212 (1988)
- Uysal, M, "Motivation of Pleasure to Travel and Tourism, In VNR's Encyclopedia of Hospitality and Tourism", pp.798~810 (1993), Van Nostrand Reinhold
- Woodruff, R. B, "Modeling Consumer Satisfaction Processes Using Experience-based Norms", Journal of Marketing Research, 20, pp.305~314 (1983)
- Yoo, J, "Progress in Convention Tourism Research", Journal of Hospitality and Tourism Research, 29(2), pp.194~222 (2005)
- Yuksel, A, "Measurment of Tourist Satisfaction with Restaurant Services: A Segment-based Approach", Journal of Vacation Marketing, 9(1), pp.52~68 (2002)
