지자체 슬로건의 평가와 관광홍보수단으로서의 기대효과

• 영문명: Evaluation of a Travel Destination’s Slogan and Its Expected Effects As a Tourism Promotion Tool: The Case of Colorful DAEGU
• 발행기관: 한국관광학회
• 저자명: 오익근 이미경
• 간행물 정보: 『관광학연구』제31권 제6호, 389~407쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.12.31

영문 초록

This paper is to evaluate Colorful DAEGU, one of travel destination’s slogans, and to examine its expected effects as a tourism promotion tool. Focus Group Interview(FGI) was used to collect data. Main questions regarding awareness, image, and symbolic meaning of the slogan, and its expected effects on tourism promotion were raised. Answers of three focus groups were audio-taped and recorded and eventually they were contrasted and compared. The results indicate that the current slogan seems not to fit with already established Daegu image. However, the slogan itself was found favorable to the respondents. Depending on the development of infrastructure and unique travel resources, the slogan’s impact on travel promotion would be positive. Noteworthy implications were suggested by authors.

목차

I. 서론

II. 지자체 슬로건과 관광홍보

III. 연구방법

IV. 결과

V. 결론

참고문헌

키워드

지자체 슬로건 관광홍보 포커스그룹인터뷰 Slogan Tourism promotion FGI