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(Department of Convention & Exhibition Management, Kyunghee University)
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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.
본 연구는 컨벤션 목적지 마케팅 믹스가 목적지 이미지 및 충성도에 미치는 영향관계에 관한 연구로서 국내 컨벤션 목적지의 경쟁우위의 확보를 위한 개선방안 및 향후 효율적 마케팅 활용방안에 대한 시사점을 제시하고자 한다. 이에 따라 컨벤션목적지인 서울 코엑스, 경기 킨텍스의 컨벤션행사 참가자를 대상으로 컨벤션 목적지 마케팅 믹스, 목적지 이미지 그리고 충성도와의 관계에 대해 집중 분석하였다. 또한 컨벤션 목적지 마케팅믹스 전략이 어떻게 목적지 이미지에 영향을 미치는지 알아보고, 가장 적합한 모델을 찾아보고자 한다. 이를 통해 컨벤션 목적지가 참가자 방문충성도를 만족시킬 수 있는 마케팅믹스 요인을 인식하고 그에 따라 마케팅 믹스 전략을 수립하는 방안을 제시하고자 한다.