Since 21st century began, when comparing tourism industry to
the past, international conference and convention industry are
categorized as a core strategic industries and they bring not only
economical ripple effect to the homeland but also effects on regional
image improvement and furthermore, they play a role to promote
people-to-people exchanges and cultural exchanges. In this study, in
the position of Korea visiting Chinese who have convention destination
visiting experiences, the study focused on Recognizing various positive
advantages of convention destination industry and focused on
satisfaction and loyalty about preferential choices of convention
destination visiting experiences when re-selecting destination after
visiting COEX or KINTEX as convention destination.
The objective of this study is by focusing that there are not too
many studies on defining attributes of Korea''s convention destination
visiting experiences in convention industry, the study should organize
attributes of convention destination visiting experience targeting for
Chinese. Particularly, by targeting Chinese visitors, through convention
destination visiting experiences, To acquire emotional feelings beyond reality and to learn new things about the subject and to get
satisfaction through unique experience in spending time of leisure, I
would like to suggest Korea as the future convention destination trend.
And also by setting Korean culture which is being popular in recent
days as a moderating variable, i''d like to suggest how convention
destination visiting experience plays as moderating role for visiting
satisfaction and loyalty.
As a result, Based on literature review, convention destination
visiting experiences have been drawn as emotional experience,
educational experience, deviant experience, networking experience,
novelty experience, leisure experience, as a result of multiple
regressing analysis, it showed the deviant experience is the most
relevant factor for satisfaction and loyalty. Next, emotional experience,
educational experience, networking experience have connection with
satisfaction and loyalty, in particular, as a result of using Korean
culture awareness as a moderating variable, it showed emotional
experience has significant moderating effect in influencing relationship
to satisfaction. also it is notable that educational experience has
significant moderation effect in influencing relationship to loyalty.
On the other hand, if we can set up strategy to improve for
such attributes like novelty experience and leisure experience that
don''t affect satisfaction and loyalty in convention destination visiting
experience deeply in details through causual analysis, it will be
expected to be a big help to Korea''s convention industry vitalization.