관광캠페인의 인지도와 태도, 여행의도에 관한 연구

• 영문명: A Study on the Recognition, Attitude and Visit Intention of Tourism Campaign: Target 2018 Travel week
• 발행기관: 관광경영학회
• 저자명: 김재호
• 간행물 정보: 『관광경영연구』제23권 제7호, 133~156쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

The purpose of this study is to prove the impact relationship between the recognition, attitude and visit intention of 2018 Travel week. In addition, It analyzed the differences in the recognition, attitude and visit intention according to demographic characteristics. Through this measure, It aims to raise recognition of the travel week and reflect it in related policies to ultimately promote the revitalization of domestic tourism. The study was conducted for 10 days from Oct. 1 to 10, 2018 among citizens nationwide at five survey sites. The statistical analysis of the data was conducted using techniques of regression analysis and analysis of variance(ANOVA). As a result, it was analyzed that the recognition of travel week affects attitude and visit intention. In other words, increasing the recognition of the travel week results in an increase in attitude and visit intention. There were differences in three categories by age and some differences by gender and income. There was no difference by educational background. Based on the results of this analysis, I would like to suggest some suggestions for revitalizing domestic travel by raising recognition of travel week. First, the main slogan should be selected for a clear travel week. Second, the promotion should be diversified to expand public participation. Third, it is necessary to discover travel week goods that can be an issue. Finally, strategic promotional marketing should be done.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 연구결과

Ⅴ. 결 론

참고문헌

키워드

Recognition Attitude Visit Intention Tourism Campaign Travel week