관광목적지 브랜드자산 구조모형 검증에 관한 연구

• 영문명: A Study on Validating a Structural Model of Brand Equity for a Tourism Destination: Perspective on Five-factor Structure Model and Influential Factors
• 발행기관: 한국관광학회
• 저자명: 吳貞學 金鐵源
• 간행물 정보: 『관광학연구』제35권 제5호, 81~104쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

There have been disagreements on the relationships between the factors of brand equity of a tourism destination. This study was to validate a structure model of brand equity of a tourism destination. Based on the review of related literatures, two competitive models on the structure of brand equity factors were proposed(a five factor parallel model and a five factor hierarchical model). Data were collected from 665 visitors of three popular tourism destinations at Gyeongju in 2009. Results of a structural equation analysis showed that the hierarchical model fitted the data better than the parallel did. This suggested that the promotion of a destination directly influenced on the brand awareness. However, promotion were also likely to indirectly impact on the brand royalty through the relationship between brand awareness and brand quality and image. Based on the results, theoretical implications and future research were discussed in the conclusion.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과 및 해석

Ⅴ. 결론

참고문헌

키워드

관광목적지 브랜드자산 등위모형 구조모형 Brand equity for a tourism destination Parallel model Structure model