관광목적지 브랜드자산에 관한 연구

• 영문명: A Study on Brand Equity for a Tourism Destination: Focused on Pyeongchang, the Venue for the 2018 Winter Olympics
• 발행기관: 한국관광학회
• 저자명: 신동주
• 간행물 정보: 『관광학연구』제37권 제9호, 91~110쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.11.30

영문 초록

The objective of this study is to establish marketing strategies that can strengthen the brand equity of Pyeongchang to secure its competitive advantage as a tourist spot, by empirically analyzing the effect relationship between components based on the hierarchy of effect after drawing components of brand equity out of the advanced researches. The results of the empirical analysis are like following. First, the brand awareness of tourist spots has positive(+) influence on perceived quality and brand image while the perceived quality of tourist spots has positive(+) influence on brand image. Second, the brand image and perceived quality of tourist spots have positive(+) influence on brand loyalty, which supports the results of many advanced researches. Contrary to the result of the advanced researches, this study dismissed Hypothesis 6(brand awareness→brand loyalty). The implication of this study includes that it is possible to strengthen the brand equity of tourist spots as a means to strengthen local competitiveness and vitalize local economy by developing and hosting festivals or mega-events suitable for each regional characteristics.

목차

I. 서론

II. 이론적 배경

III. 연구모형 및 가설설정

IV. 연구방법

V. 분석결과

VI. 결론

참고문헌

키워드

브랜드이미지 브랜드인지도 지각된 품질 브랜드충성도 Brand image Brand awareness Perceived quality Brand loyalty