Relationship marketing investment, relationship quality, and behavioral intention: In the context of the relationship between destination marketing organizations and meeting/convention planners

Keywords

Behavioral intention; destination marketing organizations; meeting planners; relationship marketing investment; relationship quality

Abstract

This study examined relationships between destination marketing organizations and meeting planners, and investigated the moderating effect of familiarity on the relationships. Multivariate techniques were employed to analyze 277 planners’ perceptions (structural equation modeling), and to test the moderating effect (multi-group analysis). This study found that relationship marketing investment had a significant impact on relationship quality, which impacted behavioral intention while the moderating effect of familiarity was also significant. In addition, the most important activity for building a relationship between the planner and a destination marketing organization was personal sales calls. Practical implications of the results are discussed.

Publication Date

3-30-2016

Original Citation

Lee, J.M., Lee, J., & Breiter, D. (2016). Relationship marketing investment, relationship quality, and behavioral intention: In the context of the relationship between destination marketing organizations and meeting/convention planners, Journal of Convention & Event Tourism, 17(1).

Number of Pages

21-40

Document Type

Article

Language

English

Source Title

Journal of Convention and Event Tourism

Volume

17

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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