• Korea Science and Art Forum
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• v.19
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• pp.735-745
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• 2015

This study is about the marketing mix of convention destination, aims to examine convention destination image and loyalty. In order to study the marketing mix more scientifically, this paper select those indexes which can promote the destination image but also can guide the access loyalty of exhibition participants. In addition, in order to understand the influence of marketing mix of convention destination which includes products, place, price, promotion, people, on destination image and loyalty, this research analyses the beneficial effect among variables. Based on previous research, the marketing mix of convention destination export products, place, price, promotion, people, convention image exports Cognitive images and Emotional images. The results show that, assuming that the beneficial effect of convention marketing mix on cognitive images was established partly, the beneficial effect of convention marketing mix on emotional images was established partly, the beneficial effect of marketing mix of convention destination on loyalty was established partly, the beneficial effect of cognitive images of convention destination on loyalty was established, he beneficial effect of emotional images of convention destination on loyalty was established. Based on the results of the study, a comprehensive strategic management on arketing mix of convention destination, played a profound impact on forming the image of the participants and enlivening the convention destination.

• Korea Science and Art Forum
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• v.25
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• pp.449-461
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• 2016

This study was to investigate convention service quality that affect convention destination visiting values and intention to behavior from foreign convention attendances' perspectives. From the literature review, convention service quality and destination visiting value were discussed to provide logical linkage among proposed concepts. A total of 308 useful date were collected from on site survey at the convention centers in Seoul. Factor analysis and multiple regression analysis were performed to achieve the objective of this study. Factor analysis showed that there were four underlying dimensions in the convention service quality such as mutual human interaction, program quality, useful information, transportation and convenient facility. Multiple regression showed that these convention service quality affects destination visiting values and behavior intention. More discussion and implication are provided in the conclusion section.

• Korea Science and Art Forum
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• v.26
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• pp.339-351
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• 2016

This study analyzes convention tourism destination brand slogans focusing on the international convention cities. Data were collected from official tourism web sites of 190 cities which hosts more than ten international meetings in 2013. One hundred and six destination brand slogans were identified. Specifically, the researchers attempt to carry out content analysis of the linguistic and visual expressions of the slogans. Results indicated that in terms of linguistic expressions, most of slogans adopted word or phrase patterns pursuing brevity. In the brand slogan spectrum, nearly half of slogans are common type which didn't express destinations' specific attributes and benefits properly. And the most frequently used key words in the slogans are 'visit' and 'city'. While in terms of visual expressions, about 70% of slogans adopted typography for explicitness and 60% of them utilized human and natural resources as visual signs for building up unique images. Based on the results, implications for creating effective convention tourism destination brand slogans were also discussed.

• Korea Science and Art Forum
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• v.29
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• pp.189-201
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• 2017

The purpose of this study is to identify the factors that constitute the memorable tourism experiences and to grasp the influence relationship between the memorable tourism experience and the tourism destination brand equity and the loyalty of the tourism destination. The scope and method of the research are derived from the survey data collected through the questionnaire survey for foreign tourists who are visiting Korea, the reliability analysis and the feasibility analysis are conducted, and the relationship between the factors is analyzed through regression analysis. The results of this study are as follows. First, the results of the study are as follows. First, the results of the study are as follows. First, Interested exotic experiences, experience with local guides, and local residents' hospitality experience were found to have a significant effect on tourism destination brand assets. Based on this, And provided practical implications.

• Korea Science and Art Forum
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• v.22
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• pp.393-402
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• 2015

This study investigated Seoul's image as a tourism destination that Chinese tourists perceived, taking advantage of Chinese Social Media "Renren". The study used visual method (V-method) to collect images and analyzed them in terms of convergent disciplinary approach. It searched Chinese word, "首爾", in Renren social network. 526 Seoul's photos were collected from 129 users' mini-homepage. Destination planners and marketers should understand how the Chinese tourists perceive the Seoul's image and recognize the contribution factors to representations of the city. It is recommended that more cultural experience should be offered to Chinese tourists.