생태관광지의 체험요소가 브랜드자산과 지역애호도에 미치는 영향

• 영문명: The Effects of Experience Factors on Ecotourism on Brand Property and Local Loyalty
• 발행기관: 관광경영학회
• 저자명: 오훈성 박준범
• 간행물 정보: 『관광경영연구』제23권 제1호, 293~321쪽, 전체 29쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.01.31

영문 초록

The purpose of this study is to propose academic implications by integrating the relationship between perception of brand equity, local loyalty and tourism attitude by expanding the relationship of perception between tourism experience and brand equity. The survey was conducted from October 5th to October 9th at the National Center. and For the purpose of this study, we used frequency analysis, reliability and feasibility study, and regression analysis for empirical analysis. Sensory experience has been shown to influence brand equity. Behavioral experience factor and cognitive experience factor are the most important factors in local lover among tourism experience factors. Therefore, in order to promote local loyalty, it is considered that the development of programs that cause curiosity or interest, dynamic dynamism, or participation with other tourists will improve the loyalty of the region. The emotional experience factor and the sensory experience factor are classified as factors affecting the formation of the attitude of the tourist to the tourist destination. To this end, it is necessary to develop new, exciting, exciting, exciting experience elements by stimulating the tourist 's five senses do. In order to increase the loyalty of the region, image of the brand assets has shown the greatest influence. To this end, the local atmosphere is vigorously promoted by establishing a special image of the region, possessing interesting tourist resources, There is a need to make. Brand equity, brand image, and brand quality are all important influences on tourist attitude. Therefore, it can be said that improving brand equity affects the attitude of tourists.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Tourism Experience Brand Equity Tourism Loyalty Tourist Attitude