Earticle

초록

영어

The purpose of this study was to examine the relationship between tourist destination brand equity and its antecedents, advertising, tourism price and attributes sought of tourist destination, and the relationship between tourist destination brand equity and its consequences, tourist destination loyalty, and the relationship between antecedents of tourist destination brand equity and tourist destination loyalty in Gyeongju. The research findings were first, advertisement, tourism price and attributes sought of tourist destination affected tourist destination brand equity and tourist destination loyalty, and second, tourist destination brand equity influenced tourist destination loyalty. Therefore, it can be said that, to attract more tourists, marketers of tourist destinations should make good impressions on advertising, tourism price, and attributes sought and gain better appreciation of components of tourist destination brand equity. Consequently, the better evaluation of tourists on those variables means the more intention of them to revisit a particular destination. It is concluded that if local governments take practical actions based on the results of this study to enhance their own brand equity, they could expect various positive outcomes on their destination marketing.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 관광지 브랜드자산의 의미
  2. 관광지 브랜드자산 형성요인
  3. 결과변수-재방문의도
 Ⅲ. 연구방법
  1. 가설의 설정
  2. 조사설계
 Ⅲ. 실증분석
  1. 표본의 일반적 특성
  2. 요인분석과 신뢰도분석
  3. 가설검증
 Ⅳ. 결 론
 ❚참고문헌

키워드

저자

• 하동현 [ Ha, Dong-Hyun | 동국대학교 경영관광대학 교수 ]
• 손삼호 [ Sohn, Sam-Ho | 동국대학교 겸임교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경주연구

• 간기

  반년간

• pISSN

  1975-2482

• 수록기간

  1992~2016

• 십진분류

  KDC 912 DDC 951