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An Empirical Study on the Difference on Cooperation Intention Between Segmented Group by MICE City Brand Value Pursuit
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MICE도시 브랜드 가치추구 세분화에 따른 협력지지도 차이 연구

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Type
Academic journal
Author
Han, Hee-jung (경희대학교) Yoon, Yeong-Hye (동덕여자대학교) Yoon, Yooshik (경희대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.33 No.7(Wn.167)
Published
2021.7
Pages
355 - 372 (18page)
DOI
10.31336/JTLR.2021.7.33.7.355

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An Empirical Study on the Difference on Cooperation Intention Between Segmented Group by MICE City Brand Value Pursuit
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Abstract· Keywords

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The study on the brand value pursuit of MICE city is crucial, but this area has not been investigated enough. Particularly, it is necessary to study the segmentation according to the brand value pursuit of MICE city and its effect on cooperative behaviors. The purpose of this study was to segment the degree of brand value pursuit of MICE cities and to examine the differences in support for cooperation. From the literature review, the measurement of the brand value pursuit of MICE city and the survey questionnaires were developed. The data analysis showed that the three segmented groups were identified. Moreover, through the MANOVA, the difference between the recognition of competitiveness in MICE city and support for development is verified. As expected from the hypothesis, the effect on cooperation and support according to the degree of pursuing the brand value of MICE cities was proved. More theoretical and practical implication were discussed in the conclusion.
#브랜드 가치추구(Brand Value Pursuit) #시장세분화(Market Segmentation) #협력지지도(Cooperation Intention) #MICE 도시(MICE City) #도시 경쟁력(City Competitiveness)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 연구결과
Ⅴ. 결론 및 논의
참고문헌

References (36)

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강영애 / 2012 / 지역주민의 장소애착과 환경인식이 생태관광 영향인식과 지지도에 미치는 영향 / 관광연구논총 24(4):113~136 dbpia 김금림 / 2010 / 컨벤션참가자의 개최지에 대한 지각이 만족에 미치는 영향 -브랜드 개성, 지각된 품질, 이미지와 가치를 중심으로- / 관광학연구 34(1):295~318 dbpia 김기현 / 2014 / 컨벤션목적지 브랜드경험이 장소애착성 및 충성도에 미치는 영향 / 호텔경영학연구 23(2):151~166 dbpia 이우종 / 2005 / 도시브랜드 이미지의 구성요소와 영향에 관한 연구 / 국토계획 40(6):177~192 dbpia 김대관 / 2010 / MICE 도시경쟁력 평가에 관한 연구: 정성적 평가를 중심으로 / 관광레저연구 22(5):535~554 dbpia

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