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여행사 브랜드자산이 경쟁전략과 경영성과에 미치는 영향
Effects of Brand Equity on Competitive Strategy and Business Performance in Travel Agent
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- 발행기관
- 관광경영학회 바로가기
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- 간행물
- 관광경영연구 바로가기
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- 통권
- 제13권 제4호 통권 41호 (2009.12)바로가기
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- 페이지
- pp.125-159
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- 저자
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- 언어
- 한국어(KOR)
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- URL
- https://www.earticle.net/Article/A138869
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7,800원
원문정보
초록
- 영어
- This study analyzed effects that brand equity of travel agent influence to competitive strategy and business performance in the travel market. Four research hypothesis based on the literature review were suggested, and the empirical analysis was carried through the statistical method by SPSS(10.0), and three important facts were deduced as a result. First, the more brand equity of travel agent is valuable, the travel agent utilizes differentiation strategy among type of strategies. But though brand equity of travel agent is not valuable, the travel agent don't utilize cost leadership strategy. Second, all composition factors in brand equity of travel agent that is formed as brand image, perceived quality, brand trust, brand loyalty influence to total business performance. Also They influence to consumer satisfaction, employee satisfaction, financial performance among total business performance. Third, only differentiation strategy by valuable brand equity of travel agent influences to business performance. But cost leadership strategy by not valuable brand equity of travel agent don't influence to business performance. In conclusion, travel agent must to develop and manage about variables of composition factors in brand equity minutely, and to survey and analyze about influence relation among composition factors in brand equity continuously. As well as it is necessary to create brand loyalty through elevation of perceived quality about travel goods and service, and strengthening of brand trust about travel goods and company. For the more business performance, travel agent must to unfold market-oriented differentiation strategy.
목차
ABSTRACT
I. 서론
II. 이론적 배경
1. 브랜드자산(Brand Equity)
2. 경쟁전략(Competence Strategy)
3. 경영성과(Business Performance)
III. 실증분석
1. 연구모형
2. 가설설정
3. 실증분석
IV. 결론
참고문헌
키워드
Brand equity Differentiation strategy Cost leadership strategy Business performance.저자
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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