관광목적지 브랜드 자산가치 형성과정의 근거이론 분석

• 영문명: An Analysis on Brand Equity Formation Process for a Tourism Destination Using a Grounded theory
• 발행기관: 한국관광학회
• 저자명: 오정학 김철원
• 간행물 정보: 『관광학연구』제37권 제9호, 49~70쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.11.30

영문 초록

This research is focused to develop configurations of brand equity for a tourism destination that can be found in symbolic interaction between tourism destination and personal experience and to theorize brand equity formation process for a tourism destination on the basis of their relations. To achieve the purposes, this study adopted a grounded theory which is useful to find out fundamental phenomenon, using deductive and inductive inquiry. Analysing the in-depth interview of 16 samples and the coding procedure configurations of brand equity for a tourism destination, important dimensions of brand equity were classified. These are ‘brand recognition’, 'brand experience', involvement’, ‘embodied experience’, ‘experience value’. Also a brand equity formation process was formulated in tourism destination context that can be structured in the form of cognition phase, experience phase, embodiment phase and value recognition phase in accordance with the passage of time. Based on the results theoretical implications were discussed. The study has several limitations in terms of credibility caused by qualitative research.

목차

I. 서론

II. 이론적 배경

III. 연구방법론

IV. 분석결과

V. 논의 및 결론

참고문헌

키워드

브랜드자산 구성요소 경험가치 브랜드 자산가치 형성과정의 모형화 근거이론 Configurations of brand equity Experience value Modeling of brand equity formation process Grounded theory