지역관광브랜드 콜래보레이션 편익이 지역관광브랜드 태도에 미치는 영향 : 서울과 파리 관광브랜드의 콜래보레이션을 중심으로
The Effects of Benefits of Regional Tourism Brand Collaboration On the Regional Tourism Brand Attitude : Focused on the Regional Tourism Brand Collaboration Between Seoul and Paris
This study is to analyze the effects of benefits through regional tourism brand collaboration between Seoul and Paris on the regional tourism brand(Hi Seoul) attitude of the residents living in Seoul city. The ultimate objective is to verify the effect of collaboration in regional tourism brand, and suggest the good direction how to make the competitive regional tourism brand in tourism market. In order to achieve this purpose, the study limited Seoul city as the regional range, the subject of study were selected as the residents living in the city, and asked them to assume the situation collaborating Seoul and Paris tourism brands. The 339 copies were used for the final analysis. IBM SPSS 21.0 program was used for the empirical analysis. The results are as following; First, the regional tourism brand benefits, symbolic and economic benefits, affected significantly residents’ regional tourism brand attitude. Second, regional tourism brand benefits affected its collaboration benefits. Fourth, the benefits of regional tourism brand collaboration, with the exception of the experiential benefits, affected the residents’ attitude to the original regional tourism brand in a positive way after finishing its collaboration between Seoul and Paris. Fifth, the average of the numerical value of residents’ attitude to the original regional tourism brand after finishing brand collaboration is higher than its average before the collaboration. The managerial implications stemming from the empirical findings were also discussed.
ABSTRACT I. 서론 Ⅱ. 이론적 배경 1. 지역관광브랜드 편익 2. 지역관광브랜드 콜래보레이션 편익 3. 지역관광브랜드 태도 Ⅲ. 연구설계 1. 변수의 조작적 정의 및 설문지 구성 2. 자료수집 및 분석방법 Ⅳ. 실증분석 1. 표본의 특성 2. 신뢰성 및 타당성 검증 3. 연구가설 검증 Ⅴ. 결론 참고문헌
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