컨벤션센터(BEXCO)의 명성이 지역주민 인식, 자긍심 및 도시관계의 질에 미치는 영향: 부산지역시민 대상으로

Abstract

As a strategic approach to enhance residents' relationship towards a convention center, effective relationship marketing is one of the significant issues in the convention industry. The purpose of this study were to (1) identify convention center's reputation effects perception of residents towards a convention center and, (2) investigate perception of residents factors driving pride and quality of city relationship. The suggested theoretical model was empirically tested through structural equation modeling(SEM) of data collected 289 visitors at BEXCO in Busan. The results showed that (1) convention center's reputation positively influenced three dimensions(economy, socio-cultural, tourism-environmental) of the perception of residents, (2) perception of tourism impact has positive effect on both pride and quality of city relationship, perception of social culture impact has only positive effect on quality of city relationship, and perception of economy impact is not significant. The findings of this study suggested theoretical and practical implications for convention managers to develop and implement effective relationship marketing strategies.