컨벤션 개최지의 브랜드 개성 측정항목 개발

• 영문명: Developing a Measurement Scale of Brand Personality for the Convention Destination: Application of Zaltman Metaphor Elicitation Technique
• 발행기관: 한국관광학회
• 저자명: 김철원 이태숙
• 간행물 정보: 『관광학연구』제31권 제1호, 99~116쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.02.28

영문 초록

To develop a measurement scale of brand personality for the convention destination, authors adopted Zaltman Metaphor Elicitation Technique(ZMET) as qualitative method of doing it. To develop “thick description” through the qualitative research, 13 experts in convention fields have been selected and interviewed. 550 items for the convention destination's BPS have been metaphorically elicited and finally 16 items have been decided. The brand personality scale(BPS) for the convention destination includes the five underlying dimensions: affluent, sincere, unique, sophisticated, and attractive. Notwithstanding several limitations the technique, authors think, will make a contribution to achieving a new horizon for the future convention research.

목차

I. 서론

II. 이론적 배경

III. 연구방법

VI. 연구결과

V. 결론

참고문헌

키워드

은유유도기법 브랜드 개성 컨벤션 개최지 스토리텔링 비언어적 수단 ZMET Brand Personality Convention Destination Storytelling non-verbal vehicle