컨벤션 체험을 통해 형성된 참여자의 컨벤션센터 애착이 스토리텔링 및 도시이미지에 미치는 영향: 기업의 사회적 책임에 대한 조절효과와 함께

Abstract

This study aimed (1) to identify convention experience factors in enhancing attachment toward convention center, (2) investigate the relationships among attchment to convention center, storytelling of convention and city image, and (3) test the moderating role of CSR in the relationship between convention experiences and attachment. To test the proposed model empirically, we analyzed the data from 313 visitors of BEXCO in Busan. The findings showed that (1) three of four convention experiences (education, entertainment, esthetics and escapism) positively effect on developing attachment toward convention center except entertainment, (2) the attachment to convention center has a positive effect on both storytelling and city image and storytelling influences city image significantly, and (3) CSR plays as a significant moderator in the relationship between education experience of convention and attachment to convention center. This research offered useful practical implication as well as theoretical implication.