골프리조트에 대한 브랜드경험과 브랜드지식이 브랜드자산에 미치는 영향

• 영문명: The Effect of Brand Experience and Brand Knowledge on Brand Equity on Golf Resort
• 발행기관: 관광경영학회
• 저자명: 김기범
• 간행물 정보: 『관광경영연구』제22권 제7호, 307~323쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.12.31

영문 초록

The purpose of this study is to identify the importance of brand development and management in order to create the value of a golf resort. Based on the collected questionnaires, we conducted factor analysis and reliability analysis of brand knowledge, brand experience and brand equity of golf resort. In order to test hypotheses 1-2 based on the research model, path analysis was conducted to determine the influence of independent variables and dependent variables. The relationship between the brand experience and the brand equity of golf resort is confirmed to be a positive influence, and the relationship between brand knowledge and brand equity of golf resort is also positively influenced. According to the results of this study, it is deemed important to develop and manage a brand focused on consumers in the golf resort, and it became an opportunity to confirm the value of brand as intangible asset.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결론

참고문헌

키워드

Golf Resort Brand Experience Brand Knowledge Brand Equity