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예비노인과 노인이 지각한 관광목적지로서의 경상북도의 브랜드자산에 관한 연구
허동현 ( Dong Hyun Ha ),손삼호 ( Sam Ho Sohn ) 한국항공경영학회 2009 한국항공경영학회지 Vol.7 No.3
The purpose of this study was to examine the relationship between tourist destination brand equity and its antecedents, advertising, tourism price and attributes sought, and the relationship between tourist destination brand equity and its consequences, tourist destination loyalty, and the relationship between antecedents of tourist destination brand equity and tourist destination loyalty, perceived by senior citizen and preliminary senior citizen as tourists. The sampling areas were Gyeongju, Andong and Goryeong. The research findings were first, advertisement, tourism price and attributes sought affected tourist destination brand equity and tourist destination loyalty respectively and second, tourist destination brand equity influenced tourist destination loyalty. Therefore, it can be said that, to attract more tourists, marketers of tourist destinations should create good impressions to senior citizen and preliminary senior citizen as tourists, by advertising, tourism price, and attributes sought, and make them better appreciate components of tourist destination brand equity. Consequently, the better evaluation of tourists on those variables means the more intention of them to revisit a particular destination. It is concluded that if local governments take practical actions based on the results of this study to enhance their own brand equity, they could expect various positive outcomes on their destination marketing.
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