earticle

영어

This study aims to segment perceived risks of MICE destination and to analyze if there are differences among segmented groups in terms of MICE destination switching behavior, visiting satisfaction and loyalty. MICE industry has been grown and expected to expand more in the future. In order to effectively attract and manage MICE industry, it is important to understand what risks affect MICE destination choices and decision. From the literature review, the measurement of perceived risks of MICE destination have been developed and measured from on-site survey. Factor and cluster analysis with perceived risks were conducted and showed five underlying dimensions of perceived risks(function, time consumption, physical and environmental, social and psychological, economical risk) and three different segmented groups(highly, moderate, low perceived risk group). MANOVA analysis showed that there were differences among segmented groups in terms of visiting satisfaction and loyalty.