컨벤션센터의 명품지수 극대화를 통한 지역도시의 혁신적 이미지창출에 관한 연구

Abstract

The purposes of this study were twofold: (1) to investigate attributes influencing convention center's brand prestige level and (2) to examine how the attributes influence the perceived city innovativeness. Based on a literature review, the five antecedents of convention center brand prestige were derived: (1) accessibility, (2) food & beverage, (3) physical facilities, (4) convenient service, and (5) employee reliability. Theoretical relationships between the five attributes, brand prestige, and perceived city innovativeness were also suggested. During this process, it was hypothesized that global network could play a moderating role in the relationship between brand prestige and perceived city innovativeness. Integrating the suggested hypotheses, a conceptual model was created. The proposed model was testing using the empirical data collected from the convention attendees who visited BEXCO in 2013. The data were analyzed with structural equation modeling and the following conclusions can be made: First, all of the five attributes had great power in enhancing brand prestige level of convention center. Second, it was revealed that the moderating role of global network is significant. The findings suggested the critical role of brand prestige in the convention industry. Furthermore, the results showed the reason why the convention centers in South Korea should conduct expansion strategies not only in South Korea but also in the world. Based on the data analysis, the theoretical/managerial implications were discussed for the convention center practitioners. The model proposed in this study could provide guidelines for the future researchers.