국가브랜드이미지 구성요인, 지각된 가치, 만족, 행동의도 간의 구조적 관계

• 영문명: A Structural Relationship between Factors of Country Brand Image, Perceived Value, Satisfaction, and Behavioral Intention: Focused on Multinational Tourists
• 발행기관: 한국관광학회
• 저자명: 윤아영 윤지환
• 간행물 정보: 『관광학연구』제37권 제7호, 285~305쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.09.30

영문 초록

In today’s globalized society, many countries have taken advantage of their country brand image as a symbol of their country's competitive power. To manage country brand image effectively, it is needed to investigate an empirical research which factors most significantly effect country brand image. This study examined the relationship between each factor constructing country brand image and foreign tourists’ perceived values using the SEM. As a result, the factors shown to positively affect tourist's perceived values are culture and tourism, economy, people, and the relationship with their home country. Among the factors which influence country brand image, culture and tourism have the most significant power affecting tourist’s perceived value. However, political factors negatively influence the perceived value which implies that Korea’s political and welfare system should be more stable and improved. The perceived value influenced tourists’ satisfaction and behavioral intention, showing that satisfaction plays a key role as a mediator between perceived value and behavioral intention.

목차

I. 서론

II. 이론적 배경

III. 연구 방법

IV. 연구결과

V. 결론

참고문헌

키워드

국가브랜드이미지 지각된 가치 만족 행동의도 다국적 관광객 Country brand image Perceived value Satisfaction Behavioral intention Multinational tourists