원문정보
초록
영어
The purpose of this study was to segment the degree of visitors’ perception on convention destination marketing mix(5P's) and to see if there were any significance differences among the segmented groups in terms of destination image, visitors' satisfaction, and behavior intention. Convention destination can be considered as a product to bring more conventions and events in specified place, affecting positive economic, social, and cultural impacts. Thus, marketing activities and performances should be evaluated and monitored. Even though convention visitors' perception and attitudes regarding the destination marketing activities are important, only few research has been discussed. Therefore, this study tried to discuss general convention marketing activities and to segment visitors' perception of them. More detailed discussion and implication are provided in the conclusion section.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 컨벤션 목적지 마케팅 믹스
2. 컨벤션 목적지 이미지, 만족도 및 행동의도
Ⅲ. 연구 방법
1. 연구 과제
2. 측정변수 선정
3. 자료 수집 및 분석 방법
Ⅳ. 연구결과
1. 응답자의 특성
2. 요인분석 결과
3. 군집분석 결과
4. 컨벤션 목적지 마케팅 활동 인식 집단별 MANOVA분석
Ⅴ. 결론
참고문헌