관광목적지의 브랜드 개성 척도개발

• 영문명: Developing a Brand Personality Scale for Tourism Destination
• 발행기관: 한국관광학회
• 저자명: 이태숙 김철원
• 간행물 정보: 『관광학연구』제33권 제3호, 309~327쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

The study is to develop a brand personality scale for the tourism destination. The study adopted both quantitative (empirical survey) and qualitative research (Zaltman Metaphor Elicitation Technique). The brand personality scale for the tourism destination is based on the five underlying dimensions of brand personality: sophisticated(flutter, variety, attractive, new, exotic, interesting), competent (modern, passionate, dynamic, sociable, luxurious, active), comfortable (comfortable, affluent, relaxative, peaceful, humane, natural, refreshing), unique (symbolic, famous, cultural, inquisitive). Brand personality for the tourism destination can be evaluated with 7-point scale with respect to each brand personality of any tourism destination. The study will make contributions to academic achievement of tourism destination study as well as practical tourism destination marketing in terms of exploring differentiation strategy for the sustainable competitive advantage.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

관광목적지 관광목적지 브랜드 개성 관광목적지브랜드개성척도 Tourism destination Brand personality for tourism destination TDBPS: Tourism destination brand personality scale