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dc.contributorSchool of Hotel and Tourism Managementen_US
dc.contributor.advisorKim, Seongseop Samuel (SHTM)-
dc.creatorMoon, Jayoung-
dc.identifier.urihttps://theses.lib.polyu.edu.hk/handle/200/8127-
dc.languageEnglishen_US
dc.publisherHong Kong Polytechnic University-
dc.rightsAll rights reserveden_US
dc.titleAssessment of the destination image, brand loyalty, and overall brand equity of three convention tourism destinations in East Asiaen_US
dcterms.abstractAs one of the most important segments in the tourism industry, the convention industry has experienced rapid growth in recent decades. The global share of the convention market held by Asia is growing gradually. As East Asian countries recognize the convention industry as a high value-added and knowledge-based industry with strong economic impact, governments have taken the initiative to develop their convention industries and this increased competition among destinations. Given greater competition and the higher expectations of attendees, the important role of convention destination branding has been recognized in Asian countries. Furthermore, destinations need a more comprehensive understanding of attendees' behavior and feedback as a basis for creating an efficient and effective marketing strategy. There have been few approaches testing the Customer-Based Brand Equity (CBBE) model in relation to tourism destinations. This study tried to measure the destination image, perceived quality, brand loyalty, and overall brand equity of three major convention tourism destinations in East Asia Hong Kong, Beijing, and Seoul from the perspective of association meeting attendees. A total of 208 questionnaires were collected, 137 in Hong Kong and 71 from Seoul, Korea. The results of this study supported three paths: 1) "various convention facilities and services" to "perceived quality," 2) "perceived quality" to "brand loyalty," and 3) "brand loyalty" to "overall brand equity". This study will thus assist destination marketers to understand their destination brand equity in a broad spectrum and utilize the results for their strategic marketing activity.en_US
dcterms.extentx, 97 leaves ; 30 cmen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.issued2014en_US
dcterms.educationalLevelAll Masteren_US
dcterms.educationalLevelM.Sc.en_US
dcterms.LCSHConvention facilities -- China -- Hong Kong.en_US
dcterms.LCSHConvention facilities -- China -- Beijing.en_US
dcterms.LCSHConvention facilities -- Korea (South) -- Seoul.en_US
dcterms.LCSHSales meetings -- China -- Hong Kong.en_US
dcterms.LCSHSales meetings -- China -- Beijing.en_US
dcterms.LCSHSales meetings -- Korea (South) -- Seoul.en_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.accessRightsrestricted accessen_US

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Please use this identifier to cite or link to this item: https://theses.lib.polyu.edu.hk/handle/200/8127