BPS를 이용한 관광목적지 브랜드 평가척도의 개발

• 영문명: Developing Tourism Destination Brand Scale Using the BPS: An Application to the City Brands
• 발행기관: 한국관광학회
• 저자명: 尹太煥
• 간행물 정보: 『관광학연구』제33권 제6호, 261~279쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.11.30

영문 초록

This study developed a tourism destination brand scale using the Brand Personality Scale(BPS). Based on the previous literature, in particular from Aaker's BPS, 29 items of destination brand personality scale was developed. Data used in the analysis were gathered from two metropolitan cities in Korea: Seoul and Busan. A total of 336 samples evaluated two city brands; Hi Seoul and Dynamic Busan. The findings revealed that destination brand personality was consisted of 3 dimensions such as sincerity, excitement, attractiveness. Results also showed that the 3 dimensional destination brand personality scale was reliable and valid. Furthermore, the respondents' level of awareness on the attractiveness and sincerity of a city brand made a positive impact on their intention to revisit and recommendation.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 관광목적지브랜드 평가척도의 개발

Ⅳ. 결론 및 시사점

참고문헌

키워드

BPS 관광목적지 목적지브랜드 브랜드개성 도시브랜드 BPS(Brand personality scale),Tourism destination,Destination brand Brand personality,City brand