Importance-Performance Analysis of International Convention Service: In the Case of Korean Attendees

Abstract

The MICE industry has been a highly lucrative sector in excessively competitive ways worldwide. To obtain competitive advantages, marketers should understand how customers perceive the product or service attributes. However, convention related studies have conducted mainly focused on planners and host locations. Thus, the purpose of this study is to identify attendees’ perceptions on convention service by using importance-performance analysis. The results of this study may support the international convention planners to understand the way of satisfying their attendees’. Indeed, the international convention planners may formulate effective managerial actions for international attendees for the future demands

Keywords:

• International conventions attendees
• convention service
• importance-performance analysis
• global markets