How Potential UK Tourists Perceived South Korea as a Tourism Destination Brand

• 영문명: How Potential UK Tourists Perceived South Korea as a Tourism Destination Brand
• 발행기관: 한국무역연구원
• 저자명: Rhea Kim 허종호(Jong-Ho Huh) Ji-Bum Jung
• 간행물 정보: 『무역연구』제13권 제2호, 129~148쪽, 전체 20쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2017.04.30

영문 초록

Recently, tourists often consider travel destinations to be ‘brands’, which has a significant effect on their future destination choices. Indeed, famous destinations already have a personality that is more or less embedded in the minds of consumers. For this reason, destination marketing organizations have begun embracing various branding techniques that were previously only utilized for product brands. In this context, the paper strived to ascertain the destination brand personality with South Korea in mind. The paper employed a survey research method with both quantitative and qualitative aspects among UK respondents in order to measure the brand personality of South Korea as a tourism destination. The findings reveal ‘competence’ and ‘excitement’ were the two dominant personality dimensions that participants perceived with regard to South Korea as a travel destination. Moreover, analyzed unstructured questions identified the influential factors determinants on the overall image of South Korea s destination brand, and provided useful branding insights by showing low brand awareness and lack of information in the UK as well as associated negative perceptions, such as ‘dangerous’, ‘threatened’, ‘undeveloped’, which can hinder building a favorable and strong destination brand.

목차

Ⅰ. Introduction

Ⅱ. Review of Related Literature

Ⅲ. Methodology

Ⅳ. Results

Ⅴ. Research Findings

Ⅵ. Conclusions, Implications, Limitations and Future Study

키워드

Brand Personality Destination Branding Tourism Destination Brand UK Tourists