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여행사 브랜드자산 구성요소의 영향관계
An Effect Relation among Component Factors of Travel Agency Brand Equity
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- 발행기관
- 관광경영학회 바로가기
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- 간행물
- 관광경영연구 바로가기
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- 통권
- 제12권 제1호 통권 34호 (2008.03)바로가기
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- 페이지
- pp.1-24
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- 저자
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- 언어
- 한국어(KOR)
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- URL
- https://www.earticle.net/Article/A138765
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6,100원
원문정보
초록
- 영어
- This study analyzed the path and strength of the effect that brand awareness and perceived quality influence to brand association, and that brand association influences to brand attitude and brand loyalty, and that brand attitude influences to brand loyalty among component factors of travel agency brand equity through exploratory research. And research method applied covariance structure model analysis through LISREL(8.52). In conclusion, three important facts were deduced as a result of empirical study. First, component factors of travel agency brand equity are composed of multi-dimension, and they form the relation of cause and effect among them. This fact means that travel agency can establish marketing strategy easily, and that travel agency can take approach method to achieve marketing goals, and that travel agency can distribute limited marketing resources efficiently. Second, brand association is influenced by brand awareness and perceived quality, and perceived quality influences more than brand awareness. This fact means that travel agency plans and executes marketing mix such as advertising, publicity, distribution, promotion efficiently in the dimension of total marketing. Especially a travel agency has to minimize the gap between consumer's recognition and evaluation formed from consumption after choosing travel agency and tour programs actually about marketing mix contents that travel agency appeals to consumer. Also travel agency has to plan strategic alternatives to improve and to maintain perceived quality of consumer. Third, brand association influences to brand attitude and brand loyalty as well. In this relation, brand association influences to brand loyalty directly and influences to brand loyalty through path of brand attitude indirectly. But indirect effect appears more than direct effect. This fact means that development of brand association in travel agency and tour programs have to change more consumers-based side than the present.
목차
ABSTRACT
I. 서론
II. 이론적 배경
1. 브랜드 자산
III. 실증분석
1. 연구모형
2. 가설설정
3. 실증분석
IV. 결론 및 연구의 한계
참고문헌
키워드
Brand awareness Perceived quality Brand association Brand attitude Brand loyalty저자
간행물 정보
발행기관
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- 발행기관명
- 관광경영학회 [Tourism Management Research Organization]
- 설립연도
- 1997
- 분야
- 사회과학>관광학
- 소개
- 관광경영학을 실용학문의 체계로 확립하고 실천학문으로 정착시키기 위하여, 관광경영학문을 현실적응에 필요한 연구를 통해 국가관광정책의 방향을 제시하고, 관광사업자들에게는 실질적으로 도움이 되는 경영전략을 제공하며, 연구를 통하여 회원간의 친목도모와 정보교환을 함으로써 상호발전을 목적으로 한다.
간행물
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- 간행물명
- 관광경영연구 [Journal of Tourism Management Research]
- 간기
- 연7회
- pISSN
- 2092-528X
- 수록기간
- 1997~2021
- 십진분류
- KDC 326 DDC 338
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