리조트 브랜드 경쟁력 지수 평가에 관한 연구

• 영문명: Competitive Power Index Evaluation of Resort Brands
• 발행기관: 한국관광학회
• 저자명: 이태희 서정원
• 간행물 정보: 『관광학연구』제32권 제1호, 97~118쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.02.29

영문 초록

This study is to suggest ideas through comparative analysis among competitive resort brands. To this end, ‘Brand Asset Components’ were applied and ‘Brand Competitive Power Index’ was evaluated based on the ‘Brand Asset Components’. 8 Korean comprehensive resorts were surveyed. Evaluation elements include brand recognition, brand personality, price premium, brand preference, leadership/popularity, recognized value and satisfaction/royalty. The result shows brand personality is the most important factor. In particular, resort visitors think ‘event program’ such as access to resort and neighboring sightseeing important.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 분석 결과

V. 결론 및 향후 과제

참고문헌

키워드

리조트브랜드 브랜드 경쟁지수 Resort brand Brand competitive power index