지역축제의 장소마케팅노력에 대한 장소브랜드 관계결속요인에 관한 연구

• 영문명: Relationship Attachment Factors for Place Marketing Effort in a Local Festival
• 발행기관: 한국관광학회
• 저자명: 황윤용
• 간행물 정보: 『관광학연구』제29권 제2호, 255~276쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2005.10.31

영문 초록

This work examines the relationship between consumer and place-brand for successful place marketing achievement, as well as examining relationship with brand community as a factor of relationship attachment. Author also examined the effect and resultant factors of place-brand community with seven dimensions of consumer-brand relationship using Fournier’s study. The empirical results showed that the quality relationship between consumer and place-brand had an impact on satisfaction level and loyalty to the place-brand, while emotional dimensions such as love, passion and nostalgia had a direct effect. Other dimensions of relationship quality had shown an indirect effect on the consumers’ satisfaction and loyalty through place-brand community.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구가설의 설정

Ⅳ. 연구방법

Ⅴ. 가설검증

Ⅵ. 논의

참고문헌

키워드

장소마케팅 장소브랜드 관계의 질 커뮤니티