관광이벤트의 체험이 목적지 브랜드 인지 및 태도에 미치는 영향

• 영문명: Effect of Tourism Event Experience on Tourism Destination Brand Awareness and Attitude
• 발행기관: 한국관광학회
• 저자명: 임명재 정강환
• 간행물 정보: 『관광학연구』제32권 제4호, 255~275쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.08.31

영문 초록

This study is conducted for the effective analysis and strategic utilization of tourism event. Concerning this research, authors have proceed structural approach of event attaching the importance of experience. The approach of tourism event experience applied Strategic Experiential Modules(SEMs) of Schmitt in which the strategy side is emphasized. To examine how the tourism event effect on the tourism destination, writers carried out the research attaching the importance to the brand equity of the tourism destination's which is related with the competitive power of tourism destination. In sum, the paper tries to investigate how the experience of tourism event effect on the brand equity of the tourism destination.

목차

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 실증분석

VI. 결론 및 시사점

참고문헌

키워드

관광이벤트 전략적체험모듈 관광목적지 브랜드 수정이중매개모델 Tourism event Strategic experiential modules: SEMs Tourism destination brand Modified dual mediation model