관광목적지 광고가 브랜드개성에 미치는 영향: 관광목적지 이미지의 조절효과를 중심으로 = The Effect of Destination Advertising on Brand Personality: Focused on a Moderating Role of Destination Image

다국어 초록 (Multilingual Abstract)

This study identified how foreign tourist`s perceived advertising affected Gyeongju brand personality as tourist destination and how their perceived image of Gyeongju had a moderating role in the causal relationship between their perceived advertising and destination brand personality components of Gyeongju. The research findings were as follows. Firstly, foreign tourist`s perceived advertising affected their perceived sincerity, competence, excitement, sophistication, ruggedness of destination brand personality and secondly, their perceived tourist destination image had a moderating role in the relationship between their perceived advertising and sincerity & excitement of destination brand personality. These research findings imply that polite services of employees and real hospitality of residents are important factors of attracting foreign tourists. Based on these findings, tourism marketer of Gyeongju should strengthen service quality of service personnels and extract the help of residents. Also Gyeongju should introduce or strengthen events that attract foreign tourist`s attachment. Also Gyeongju should strengthen storytelling, experiences and advertising, and try to make Gyeongju become an attractive tourist destination.

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