Abstract
This study aims to measure the brand personality for convention destinations in Seoul and analyze the influence of the brand personality of the convention destination on participant attitude and post-behavior intention. This study used the Convention Brand Personality Scale(CBPS) for convention destinations to measure brand personality. This study also showed that among the five dimensions and 21 detailed factors of brand personalities, ‘attractive’ and ‘modern’ were highly rated in Seoul as a convention destination. The study also showed that the factors that affect one’s cognitive and emotional attitude might vary depending on the brand personality level of the venue. The study could be helpful to the field of strategic convention destination marketing by offering evidence of brand personalities for Seoul and an effective marketing tool to attract more participants in Seoul conventions.
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