관광스토리텔링과 부산 방문객의 관계강도에 관한 연구

• 영문명: A study on tourism storytelling and strength of relationship of visitor's in Busan: the mediating role of lovemark
• 발행기관: 한국관광학회
• 저자명: 金秀麟 李埈赫 元哲植 朴大環 吳昌昊
• 간행물 정보: 『관광학연구』제35권 제4호, 279~297쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.05.31

영문 초록

This study was designed to empirically examine the effects of storytelling on strength relationship via lovemark. Based on the review of previous literature, attributes of story telling were conceptualized in terms of six dimensions: interestingness, educational, socio-culture, emotional sentiment, descriptiveness, and originality of region of tourism spots. In addition, strength relationship was measured with eight items and relationship strength was measured with two items. Data were conveniently collected from 185 visitors to Busan on November 2010. Results showed that four dimensions of storytelling attributes(i.e., interestingness, educational, socio-culture, emotional sentiment1) made significant impacts on the lovemark. Results also showed that lovemark was likely to intensify the degree of relatedness toward the tourism spots. Implications and limitations of the study were also discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

관광스토리텔링 러브마크 관계강도 Tourism storytelling Lovemark Strength of relationship