전시·컨벤션센터의 공유가치창출(CSV)이 기업동일시, 기업평판, 브랜드태도에 미치는 영향 연구 - 전시·컨벤션센터 이해관계자를 대상으로

The purpose of this study is to investigate the effect of CSV of Convention center on corporate identification, corporate reputation, and brand attitude of stakeholders. It is the academic significance of CSV research and management of exhibition and convention center. This study sets up the stakeholders of related industries classified in the MICE industry in 2014 industry association table as the population. The questionnaire survey was conducted on November 12tn ~ 22th, 2018, stakeholders related to Busan Exhibition & A total of 258 valid samples were collected from 300 subjects and SPSS22 and AMOS20 statistical packages were used for empirical analysis. First, the CSV of the Convention center has a positive effect on corporate identification, corporate reputation, and brand attitude. Second, corporate identification with the CSV of the Convention center has a positive effect on corporate reputation and brand attitude. Third, corporate identification has partially mediated effect. This study was conducted as an empirical study to establish a new perspective on the relationship between stakeholders through CSV and to present it as a management tool for sustainable growth. However, the following limitations existed. First, it was concluded that CSR and ambiguity existed in conceptualization due to lack of precedent research in CSV factor extraction for Convention center, and the conceptual scope of CSV recognition was limited by the population. Nevertheless, it will provide practical implications for the co-prosperity with the stakeholders on the CSV introduction of the exhibition and convention center, based on the results of the academic contribution to the theory of CSV in the Convention center management field and the results of the empirical analysis.