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Cheng, Xiao Xi(정효희),Kim, Chul Won(김철원) 한국전시산업융합연구원 2017 한국과학예술융합학회 Vol.30 No.-
The objective of this study is to explore differential effects of the sustainability perceived by domestic and international participants in the MICE (Meetings, Incentive Travel, Convention, and Exhibition) held in the Republic of Korea and to examine the relationship between customer loyalty and perception of the sustainable MICE. In this study, 30 sustainability variables for the MICE were extracted and tested by the factor analysis, representing four underlying dimensions: economic sustainability, social sustainability, environmental sustainability and event sustainability. The results revealed that significant differences in these four dimensions of the sustainable MICE were perceived by domestic and international participants. The largest difference were perceived by domestic and international participants with respect to the environmental sustainability factor. The mean scores indicated that international participants tended to give higher evaluations than domestic participants. Second, there were statistically significant relationships among economic, environmental, and event sustainability factors and customer loyalty from the perspective of international participants. For domestic participants, only event sustainability had a vital relationship with customer loyalty. The study implied how policy makers and the MICE managers should adopt four dimensions of sustainability to establish a harmonious and sustainable MICE practices.
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컨벤션행사의 지속가능성이 브랜드자산 및 고객 충성도에 미치는 영향 연구
정효희(Cheng, Xiao Xi),김철원(Kim, Chul Won) 한국전시산업융합연구원 2017 한국과학예술융합학회 Vol.27 No.-
본 연구는 컨벤션행사의 지속가능성, 브랜드자산, 고객 충성도 간의 관계를 탐색하고자 하며 브랜드자산 요인이 지속가능성과 충성도 사이 미치는 매개역할을 검증하였다. 연구결과를 살펴보면, 지속가능성은 경제적, 사회적, 환경적, 행사적 4가지 요인들로 도출되었고 브랜드자산은 수행력, 사회적 이미지, 가치, 신뢰애착 5 가지 요인들로 분석되었다. 가설검증 결과는 (1)지속가능성요인들이 브랜드자산에 부분적으로 유의하고; (2)지속가능성요인들이 고객 충성도에 유의하며; (3)사회적 이미지와 애착이 고객 충성도에 유의한 영향을 미치는 것으로 검증되었다; (4)브랜드자산은 지속가능성과 충성도 사이에서 매개 역할을 하는 것으로 분석되었다. 본 연구결과는 컨벤션행사의 지속가능성에 대한 새로운 구조의 형성에 기여하면서 컨벤션 기획자들이 향후 한국 컨벤션 브랜드자산을 제고할 수 있는 단서를 제공하는 데 기여할 것으로 유추된다. The purpose of this study is to examine effects of sustainability of convention events on brand equity and customer loyalty. This paper also explores the mediating role of brand equity amid sustainability of convention events and customer loyalty. The four determinants ofsustainability of convention events examined in this study are economic sustainability, environmental sustainability, social sustainability and event sustainability. Brand equity refers to performance, social image, value, trust worthiness, and attachment. The findings are as follows: (1)most sustainability of convention events have a positive effect on each brand equity’s elements; (2)all sustainability of convention events have a positive effect on loyalty; (3)brand equity of convention is significantly related to customer loyalty. (4)brand equity plays a mediating role between sustainability of convention and customer loyalty. The findings will not only be useful in improving the structure of sustainability of convention events, but also in enhancing competitiveness in Korea’s convention industry.
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중국인 관광객들의 지속적인 국내 관광을 유도하기 위한 마케팅 전략 분석
정효희(Xiao Xi Cheng),이대휘(Dae Hui Lee) 한국관광연구학회 2013 관광연구저널 Vol.27 No.4
The purpose of this study is to examine the relationships among tourism motivations, tourism satisfaction, revisit intention, and word-of-mouth by Chinese tourists who visited South Korea. The five tourism motivation factors used in this study were novelty, escape, knowledge-seeking, socialization, and attractions. The results of multiple regression analysis indicate that only attractions and knowledge-seeking had a significant positive effect on tourism satisfaction. Moreover, attractions not only had the strongest predictor of tourism satisfaction but also the only factor that had a significant positive effect on revisit intention. Tourism satisfaction, revisit intention, and word-of-mouth were positively related at the observed significant level. The findings of this study may be useful in enticing Chinese tourists to visit South Korea and increasing their tourism satisfaction, revisit intention and word-of-mouth.
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전시컨벤션센터 서비스품질이 고객만족도 및 기업성과에 미치는 영향 분석
이대휘(Dae Hui Lee),정효희(Xiao Xi Cheng) 한국관광연구학회 2015 관광연구저널 Vol.29 No.1
The purpose of this study is to examine the relationships between corporate performance of the Coex Convention and Exhibition Center, service quality, and customer satisfaction. The six determinants of service quality examined in this study are professionalism, creativity, responsiveness, support, amenity, and aesthetics. The main findings are as follows: (1) professionalism, creativity, responsiveness, amenity, and aesthetics are significantly related to customer satisfaction; (2) professionalism, creativity, responsiveness, support, and amenity are significantly related to corporate performance of the Coex Convention and Exhibition Center; and (3) customer satisfaction is significantly pertinent to corporate performance of the Coex Convention and Exhibition Center. Among the six determinants of service quality examined in this study, professionalism is the most important factor that influences both customer satisfaction and corporate performance. The professionalism of event organizers, such as Professional Exhibition Organizers (PEO) and Professional Convention Organizers (PCO), is highly valued by customers and corporations, who rely upon professionals to plan, manage, and operate high-quality conventions and exhibitions. Professional event organizers are imperative to enhance customer satisfaction and corporate performance in the convention and exhibition industry. The findings will aid marketing development strategy, improve corporate performance of convention and exhibition centers, and enhance competitiveness of the convention and exhibition industry in Korea.
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