광고 태도가 관광지 태도, 방문 의도 및 구전 의도에 미치는 영향

• 영문명: The Effects of Advertising attitude on Destination Attitude, Visiting Intention and Wold-of-mouth Intention: Compare Story-centric and Information-centric advertising to Chinese
• 발행기관: 관광경영학회
• 저자명: 주려원 박진경 조신생
• 간행물 정보: 『관광경영연구』제23권 제7호, 483~503쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

The purpose of this study is to compare story-centric advertising and factual information-centric advertising effect in advertising attitude, destination attitude, visiting intention and wold-of-mouth intention to Chinese. The survey was conducted on October 1, 2018. In order to test the hypothesis of this study, the study group of 150 saw story-centric and factual information-centric advertising. To analyze these data, frequency analysis, factor analysis, reliability analysis, correlation analysis, comparative analysis of SEM are performed. The study found that Chinese prefer factual information-centric advertising to story-centric ones. And destination attitudes were found to have a positive effect on visiting intention and wold-of-mouth intention. It is expected to provide meaningful basic data in establishing a tourism advertising strategy to expand overseas tourism demand.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Destination Attitude Visiting Intention Word-of-mouth Intention Story-centric Advertising Information-centric Advertising Chinese