도시브랜드개성과 도시에 대한 소비자 태도와의 관계에서 정주의식의 조절효과 연구

• 영문명: The Moderating Effects of Settlement Consciousness on the Relationship between City Brand Personality and Attitude toward City
• 발행기관: 관광경영학회
• 저자명: 박소영 정기한
• 간행물 정보: 『관광경영연구』제20권 제1호, 121~140쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2016.01.31

영문 초록

This study attempted to provide insight into city brand management by evaluating the role of city brand personality and settlement consciousness. This research was designed to investigate the effects of perceived city brand personality on attitude toward city and especially the moderating role of settlement consciousness on the relationship between city brand personality and attitude toward city with citizen. As a result, city brand personality was classified three dimensions such as likeableness, possibilities and enjoyment and likeableness and enjoyment dimensions were influenced attitude toward city positively. The results also showed that consumers evaluated attitude toward city more favorably when settlement consciousness was high than when it was low. The difference of attitude toward city between high and low of perceived city brand personality decreased when settlement consciousness was high. This means that the relationship between city brand personality and attitude toward city was moderated by settlement consciousness. Theoretical and managerial implications of the findings were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

City Brand Personality Attitude toward City Settlement Consciousness Moderating effects