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THE AUGMENTED CONVENTION OFFERING: THE IMPACT OF DESTINATION AND PRODUCT IMAGES ON ATTENDEES’ PERCEIVED BENEFITS
MAKARAND MODY1; SUSAN GORDON2; XINRAN LEHTO2; SIU-IAN (AMY) SO3; MIMI LI4
2016-04-04
Source PublicationTourism Analysis
ISSN1943-3999
Volume21Issue:1Pages:1-15
Abstract

In order to benefit from the significant dual spending of meetings, incentives, conventions/conferences, exhibitions/events (MICE) attendees, destination marketers have attempted to identify key success criteria that enable increased convention and exhibition participation. Given the significant growth of the MICE industry in Asia, this study examines the role of destination and product images on Chinese attendees’ perceptions of the benefits acquired through convention and exhibition participation in the regions of Macau and Hong Kong. Data were collected using an intercept survey and a systematic random sampling procedure. Structural Equation Modeling was used to test a model that integrates two strands of literature from the fields of marketing and international business: Product–Country Image (PCI) and the Augmented Service Offering (ASO). Results show that a favorable overall destination image positively impacts the image of the MICE product of the destination, which, in turn, leads to a greater perception of personal and professional benefit acquisition. Based on these findings, the authors propose the Augmented MICE Offering as a theoretical framework that can serve as a foundation for more comprehensive inquiry into the decision-making process of the MICE attendee and postattendance behavioral impacts. The study also provides important positioning and communication implications for MICE destinations.

KeywordDestination Image Augmented Service Offering (Aso) Convention Exhibition Motivation
DOIhttp://dx.doi.org/10.3727/108354216X14537459508739
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000375115500001
PublisherCOGNIZANT COMMUNICATION CORP, 18 PEEKSKILL HOLLOW RD, PO BOX 37, PUTNAM VALLEY, NY 10579 USA
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Cited Times [WOS]:2   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorMAKARAND MODY
Affiliation1.School of Hospitality Administration, Boston University, Boston, MA, USA
2.School of Hospitality & Tourism Management, Purdue University, West Lafayette, IN, USA
3.Faculty of Business Administration, University of Macau, Taipa, Macau, China
4.School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong
Recommended Citation
GB/T 7714
MAKARAND MODY,SUSAN GORDON,XINRAN LEHTO,et al. THE AUGMENTED CONVENTION OFFERING: THE IMPACT OF DESTINATION AND PRODUCT IMAGES ON ATTENDEES’ PERCEIVED BENEFITS[J]. Tourism Analysis,2016,21(1):1-15.
APA MAKARAND MODY,SUSAN GORDON,XINRAN LEHTO,SIU-IAN ,&MIMI LI.(2016).THE AUGMENTED CONVENTION OFFERING: THE IMPACT OF DESTINATION AND PRODUCT IMAGES ON ATTENDEES’ PERCEIVED BENEFITS.Tourism Analysis,21(1),1-15.
MLA MAKARAND MODY,et al."THE AUGMENTED CONVENTION OFFERING: THE IMPACT OF DESTINATION AND PRODUCT IMAGES ON ATTENDEES’ PERCEIVED BENEFITS".Tourism Analysis 21.1(2016):1-15.
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