Browse > Article
http://dx.doi.org/10.14400/JDC.2014.12.10.97

A Study on the Activation of Convention Hotel : The Case of KangwonLand Convention Hotel  

Han, Jin-Young (Dept. of Hotel Management, Catholickwandong University)
Ji, Ke-Yung (Dept. of Hotel Management, Catholickwandong University)
In, Sung-Ho (Dept. of Hotel Management, Daekyeung University)
Publication Information
Journal of Digital Convergence / v.12, no.10, 2014 , pp. 97-108 More about this Journal
Abstract
The purpose of this study was to seek for solutions of activating convention hotels entering to the newly created market, focused on the case study of the convention hotel in KangwonLand in the competitive MICE environment. According to the analysis for reception setup for MICE, it is urgently required to improve shopping facilities, securing manpower, the accessibilities in KangwonLand convention hotel. This study suggests several ways to identify differentiation such as facilities discriminations, reasonable prices when holding conventions/events. It is also proposed that there is a need to focus incentive tour when marketing. To succeed in hosting events of MICE at the convention hotel, it appears to be considered to host large scale of domestic or overseas events, to measure reasonable room rates, promote niche market through middle or small scale events, attract customers to revisit and save transportation costs for participants. From the study, it is expected to find efficient ways to activate convention hotels through MICE market entry.
Keywords
KangwonLand Convention Hotel; MICE Experts; Reception Setup for MICE; Marketing Differentiation; Markrying Activation;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Hinkin, T. R. & Tracey, J. B. The Service Imperative: Factors Driving Meeting Effectiveness, Cornell Hotel & Restaurant Administration Quarterly, Vol 39, No1-6, pp. 59-67, 1999.
2 Oberoi, U. & Hales, C. Assessing the Quality the Conference Hotel Service Product: Toward an Empirically Based Mode. The Service Industries Journal, Vol 10, No 4, pp., 700-721, 1990.   DOI   ScienceOn
3 Liping, A., Cai, B. B. & Alatair, M. M."Meeting and Conventions as a Segment of Rural Tourism: The Case of Rural Indiana". Journal of Convention & Exhibition Management. Vol 3, No 3, pp. 78, 2001.
4 M&C Meeting, Las Vegas Convention &Visitors Authority.
5 Renaghan, L. M. & Kay, M. Z. What Meeting Planner Want: the Conjoint-Analysis Approach. The Cornell Hotel & Restaurant Administration Quarterly, Vol 28, No 1, pp. 67-76, 1987.
6 Ritichainuwat, B. N., Beck, J. A. & Lalopa, J. "Understanding Motivation, Inhibitors, and Facilitators of Association Members in Attending International Conferences". Journal of Convention & Exhibition Management, Vol 3, No 3, 45-47, 2001.
7 Park, J, H, & Jung, J, L, & Yoo, Y, K. The study on Hotel Convention select properties: Focusing on convention Services, Tourism & Leisure Studies, Vol. 14, No, 1, pp. 5-19. 2002.
8 Lee, J, J. The study on behavioral intentions on the customer's emotional response of physical service environment of Hotel Wedding & Convention, Tourism Research, Vol. 24, No. 3, pp. 261-280. 2009
9 Lee, H, L, & Kim, J, M. The impact of action intension on service quality of convention participants' perception, Tourism Research, Vol. 27, No. 1, pp. 181-199. 2003.
10 Joo, Y, M. SERI Economic Focus - Opportunities and challenges of the MICE industry, Vol, 281, 2013.
11 Sun, J, K. The study of convention satisfaction and maintenance of relationship on Services Important properties in Hotel and convention, Hotel Tourism Research, Vol 8, No 2, pp. 57-70, 2006.
12 Choi, Y, R. & Cho, S, B. Sustainable promotion plan on the MICE industry Specialization in Incheon, Journal of Sustainability Research, Vol 2, No 2, pp. 33-59, 2011.
13 Korea Tourism Organization(2012). The survey of MICE Industry Statistics in 2011.
14 Korea Tourism Organization(2013). 2012 MICE Industry Survey and Research.
15 Go, F. M. & Gover, R.. "The Asian Perspectives: Which International Conference Destination in Asia are the Most Competitive". Journal of Convention & Exhibition Management, Vol 1, No. 4, pp. 39, 1999.   DOI
16 Han, J, Y & Ko, J, Y. The study of Exhibition and Convention Marketing Strategy: The case study of Goyang KINTEX, Hotel Tourism Research, Vol 6, No 1, pp. 221-239, 2004.
17 Kim, S, S., Chon, K. & Chung, Y. C. "Convention Industry in South Korea: An Economic Impact Analysis". Tourism Management, Vol 24, pp. 533-541, 2003.   DOI   ScienceOn
18 http://www.high1.com: Kangwon Land Homepage.
19 Internal data for KangwonLand, 2013.
20 Gangwon Development Research. MICE Industry Revitalization basic research, p.32, 2009.
21 Kim, T, M, & Kim, S, H, & Kang, S, M. The mediating effect of customer satisfaction in relation to quality and customer loyalty, Tourism Research, Vol. 34, pp. 99-113. 2012.
22 Nam, Y, S, & Kim, S, K. The relationship between satisfaction, the customer's emotional response. Cognitive responses and the physical environment of Hotel Convention, Tourism Research, Vol. 37, pp. 351-375. 2012
23 Guangzhou Development Institute. MICE Revitalization on Guangzhou, 2012.
24 Kang, H, S. A study of Importance-Performance analysis for preparations for MICE visitors: Focused on 3 MICE cases in Busan, Event & Convention Research, Vol 6, No 2, pp. 43-60, 2006.
25 Kim, D, K. & Cho, Y. & . Kim, H, J. The study of satisfaction of convention service on the participation motivation of convention participants, Tourism. Leisure Tourism. Leisure, Vol. 22, No.5, pp. 263-281, 2010.