컨벤션센터의 브랜드 풍문이 컨벤션센터의 명품지수와 컨벤션센터 서비스 품질에 미치는 구조관계에 관한 연구: 사회적 비교 정보 집중도의 조절효과와 함께

Title
컨벤션센터의 브랜드 풍문이 컨벤션센터의 명품지수와 컨벤션센터 서비스 품질에 미치는 구조관계에 관한 연구: 사회적 비교 정보 집중도의 조절효과와 함께
Other Titles
The Relationship of a Convention Center's Brand Hearsay on a Convention Center's Brand Prestige and Service Quality: A Moderating Role of Attention to Social Comparison Information
Author
현성협
Keywords
컨벤션센터; 브랜드풍문; 브랜드명품지수; 서비스품질; 사회비교정보집중도; Convention Center; Brand Hearsay; Brand Prestige; Service Quality; Attention to Social Comparison Information
Issue Date
2014-07
Publisher
한국관광레저학회
Citation
관광레저연구, 2014, 26, P.233-248
Abstract
The purpose of this study was to investigate factors driving a convention center's brand prestige. It also examined the relationship between a convention center's brand hearsay and service quality mediated by brand prestige. Moreover, it was to identify the moderating role of attention to social comparison information. The suggested theoretical model was empirically tested through structural equation modeling(SEM) of data collected 313 visitors at BEXCO in Busan. The results revealed that three factors of brand hearsay(controlled communication, publicity, and word of mouth) showed a positive effect on the convention center's brand prestige. The results also showed that brand prestige positively influenced three sub-dimensions of the convention center's service quality. Attention to social comparison information played a moderating role in the relationship between publicity and brand prestige. The findings suggested theoretical and practical implications for convention marketers.
URI
http://www.dbpia.co.kr/Article/NODE02452533http://hdl.handle.net/20.500.11754/46767
ISSN
1229-0424
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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