Abstract
Recently, Interest in sustainable development is spreading to governments, society, and diverse industry. MICE industry has also begun to recognize the need of Creating Shared Value, a sustainable development paradigm, and is promoting activities and strategies for CSV. Therefore, the purpose of this study is to examine the importance of CSV in MICE industry and investigate the relationship between Brand Equity and Brand Loyalty by the CSV in MICE industry. Data for this study was collected from Global MICE event visitors at the C-FESTIVAL via direct survey for 12days in COEX in Seoul. Total 280 useable data was analyzed and the results of this study is as follows. Firstly, CSV in MICE industry was classified social value. economic value, cooperative networking value and regional environmental development value. Brand equity was divided into 3 factors. Brand image, Brand awareness, perceived quality. Secondly, 4 factors of CSV except economic value had affected Brand image, Brand awareness and Perceived quality partially. Lastly, 3 factors of Brand equity had influences Brand loyalty as a whole. The results of this study are expected to provide theoretical and practical implications for researchers and managers who are interested in the Creating Shared Value of MICE industry.
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