FCB Grid 모델을 적용한 관광목적지 평가에 관한 탐색적 연구

• 영문명: An Exploratory Study on Evaluating Tourism Destination through the FCB Grid Model
• 발행기관: 한국관광학회
• 저자명: 김철원 윤혜진
• 간행물 정보: 『관광학연구』제31권 제6호, 75~92쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.12.31

영문 초록

Tourist destination is a complicated concept and source that produce sustainable competitiveness of the tourist place. This study is to evaluate how tourism destination is perceived and felt in the mind of potent or experienced visitors. It has been measured by the FCB Grid model, representing dimensions of cognition and emotion as well as dimensions of high and low involvement. Each destination is evaluated as high involvement-cognitive, high involvement-affective, low involvement-cognitive, and low involvementaffective respectively. For example, Seoul as a tourist destination is evaluated by visitors as the high involvement-cognitive destination, while Gangwon province is evaluated as the high involvement-affective destination. Authors provide a marketing implications for destination marketing to attract visitors.

목차

I. 서론

II. 이론적 고찰

III. 연구방법론

IV. 분석 결과

V. 결론

참고문헌

키워드

FCB 그리드 모델 고관여 이성 고관여 감성 저관여 이성 저관여 감성 FCB Grid model High involvement-cognitive High involvement-affective Low involvement-cognitive Low involvement-affective