부산대학교 도서관

This study was conducted on random samples of corporates' host and meeting organizers and aimed to identify the considering factors when selecting the venue and to update the brand personality of Seoul as the venue. In addition, it was intended to investigate the influencing relationship between which attributes of the corporate meeting affect the elements of Seoul's brand personality. According to the survey results, the 'amenity' and 'Ancillary services(telecommunication, finance)' factors among the selection attributes significantly affected the 'unique', ‘sophisticated', and 'attraction' characteristics of the brand personality. Furthermore, the 'amenity' factor significantly affected the ‘affluent' and 'sincere' characteristics. Based on such findings, it provided valuable implications for establishing the destination marketing strategies to attract corporate meetings, and it is expected that added value can be obtained accordingly.