도시마케팅에 인식이 이미지 및 충성도에 미치는 영향: 강원도 MICE 참가자를 중심으로

초록

This research aims to investigate the effect of city marketing on the city image. Then, this research examines the relation between image and loyalty. City marketing attributes are promotion, facility, and activity. Also, image attributes include cognitive and emotion. The survey participants are MICE visitors. The venue was Gangwon province. This research used survey for the data collection. The data collection was executed between May and August 2018. The number of observation is 201. For the data analysis, this research performed frequency analysis, correlation, multiple regression, exploratory factor analysis and reliability analysis. Regarding the results, activity element is positively related to cognitive image. Also, three attributes (e.g., promotion, facility, and activity) are positively associated with the emotional image. Moreover, this study found the positive effect of emotional image on the loyalty behavior.

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