A Convergence Study on the Influence Factors of Travel Exhibitions on Tourists’ Travel Intentions - Taking Guangzhou International Public Art Travel Exhibition as an Example -

서지정보

· 발행기관 : 한국전시산업융합연구원
· 수록지 정보 : 한국과학예술융합학회 / 41권 / 1호 / 323 ~ 338페이지
· 저자명 : 진관희, 이민

초록

Travel exhibitions have gradually become an emerging force in the modern service industry. It can improve the visibility of cities, promote tourists' travel intention in the field, as well as play a huge role in the economic development of cities, especially in the development of tertiary industries and the creation and operation of city brands. There are many studies on the city image and intention to revisit after tourist’s travel, but the studies on the city image and travel intention before travel are neglected. This study attempts to establish a model of the factors of influence the pre-travel travel exhibition promotion on city image and travel intention. A sample of 404 valid questionnaires was collected and analyzed by non-random sampling, centering on the Guangzhou International Public Art Travel Exhibition. The study found that travel exhibitions have a significant positive influence on city image and travel intention, pre-travel city image has a significant positive influence on travel intention, and travel exhibition promotion has a significant mediating effect between city image and travel intention. Therefore, travel exhibitions provide people with another way to understand the city's image and become one of the factors influencing people's travel decisions. Meanwhile, travel exhibitions also play an important role in city image and travel promotion. The conclusions of this study are intended to provide a reference for travel exhibition operators and managers.

참고자료

· 없음