컨벤션 참가자의 다른 참가자 지각을 통한 사회적 가치 고양과 컨벤션 센터 애착 및 충성도 간 제관계 고찰

초록

The objectives of this study were to 1) investigate critical factors of other convention participant perception, which is formed by other convention participants' physical appearance and behaviors, in developing social value, 2) examine the relationships among participants' social value, attachment to convention center and brand loyalty, and 3) test the moderating role of convention center's reputation. Based on the previous literature, theoretical hypotheses were developed. Combining the theoretical hypotheses, a conceptual model was proposed. To empirically evaluate the proposed model, the data was collected from 338 convention participants at BEXCO(Busan Exhibition and Convention Center), Busan, Korea. Based on the data analysis using structural equation modelling(SEM), the results revealed that 1) three factors (other convention participant citizenship behavior, other convention participant attractiveness, and other convention participant expertise) of four other convention participant perception had significant positive effect on social value, 2) all the relationships from social values to attachment, from social value to brand loyalty, and from attachment to brand loyalty are significant, and 3) convention center's reputation played a moderating role significantly in the relationship between social value and attachment. The data analysis results revealed the importance of other convention participant perception during the convention. The findings provide important guidelines for the convention industry. This research provides important theoretical and practical implications for the scholars and practitioners in the convention field.

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