Earticle

초록

영어

The tourism branding of a region is a composite product of policy effects and tourism content in the region. In order to provide a structural understanding of regional tourism branding and practical suggestions for branding to enhance regional competitiveness, this study aims to test the comprehensive influence relationship between tourism brand evidence, quality index, relationship quality, and brand loyalty, which are evaluated as the outcomes of regional tourism policies, and the prestige index. The results of the hypotheses tested by analyzing a total sample of 382 respondents suggest the following implications. First, perceived value and core services were identified as the main causal variables affecting tourists’ perceptions of the luxury index of regional tourism brands. Second, the brand name, brand logo, etc. for branding of regional tourism have no significant effect on the luxury index or cause negative results. Finally, the branding perception of regional tourism was found to have a significant effect on relationship quality and loyalty.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구설계
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌

키워드

저자

• 김정준 [ Kim, Jeong-Joon | 서원대학교 항공관광과 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역통상학회지 [Journal of Korea Research Association of International Commerce]

• 간기

  격월간

• pISSN

  1738-4354

• 수록기간

  2001~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380