관광목적지 브랜드 개성 척도의 적용

• 영문명: Application of Brand Personality Scale to Tourism Destination: Gyeongju and Jeju
• 발행기관: 한국관광학회
• 저자명: 金哲源 李泰淑
• 간행물 정보: 『관광학연구』제34권 제8호, 191~209쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

This study was to measure the brand personality of two popular Korean tourism destinations: Gyeongju and Jeju. To date, few researches have attempted to test the relevance of brand personality scale to a tourism destination. Using the TDBPS(Tourism Destination Brand Personality Scale) developed only for measuring the brand personality of a tourism destination, this study validated the TDBPS and identified differences of the factor structures between the two destinations. Data were collected from 316 people at Seoul Station and Gimpo Airport in 2008. Results revealed that each tourism destination had its own factors of brand personality. The study could make contributions to the field of destination marketing by emphasizing the importance of different tourism destination branding at different stages of tourism development and operation.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

참고문헌

키워드

관광목적지 개발 관광목적지 브랜드개성척도 경주․제주 Tourism destination development TDBPS: Tourism destination brand personality scale Gyeongju and Jeju