Master of Science (MS)
First Committee Member
Kathleen P. Brewer
Number of Pages
The purpose of this study was to explore the perception of Korea as a convention destination by international convention attendees in the wake of the Asian financial crisis; Convention business has steadily grown in the past decade to become a significant segment of the Korean tourism industry. In spite of the importance of the market, little research has been undertaken to illustrate the perception of actual international convention attendees about Korea as a convention destination; This paper reports information derived from a study of the perceptions of 175 international convention attendees. The major findings indicated that there were significant differences in perceptions and satisfaction levels of Korea as a convention destination between Asians and non-Asians. In addition, the importance and performance analysis was performed to identify the strengths and weaknesses of Korea as a convention destination. The implications for the marketing strategies are discussed, along with suggestions for future research.
Convention; Destination; Korea; Perceptions
University of Nevada, Las Vegas
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Jung, Sung-Ae, "The perception of Korea as a convention destination" (1999). UNLV Retrospective Theses & Dissertations. 1038.