산업관광과 지역브랜드 자산의 관계

• 영문명: The Relationship Between Industrial Tourism and Regional Brand Equity: A Focus on the Vernacular Industry of Jeonbuk Province
• 발행기관: 한국관광학회
• 저자명: 金孝京 韓凡洙
• 간행물 정보: 『관광학연구』제34권 제6호, 105~126쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.09.30

영문 초록

This study explored the impact of tourists' satisfaction on industrial tourism products in a local province on their attitude toward product brand equity and regional brand equity. Data were collected from 283 tourists at two villages(i.e., Sunchang and Imsil) in Jeonbuk province. Results showed that tourists' level of satisfaction on the industrial tourism products were positively associated with their attitude toward product brand equity and regional brand equity. In particular, two of the three dimensions of satisfaction(i.e., evaluative and practical factors) tended to impact on the product and regional brand equity. Results also indicated that the tourists's attitude toward the brand equity of the products has a positive effect on regional brand equity. Findings of this study suggests that industrial tourism could contributes to development of regional economy and regional identity when it joins vernacular industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

산업관광 브랜드 자산 지역브랜드 향 토산업 마케팅 커뮤니케이션 Industrial tourism Brand equity Regional brand Vernacular in dustry Marketing communication