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랜드마크 인지유형에 따른 도시이미지 차이와 구전의도에 미치는 영향
김민주(Kim, Min-Ju),김이태(Kim, Yi-Tae),신미숙(Meesook Seen) 한국호텔외식관광경영학회 2015 한국호텔외식경영학회 학술발표논문집 Vol.- No.-
This study"s purpose is to analyze and verify differences among City Image depend on the types of landmark that people perceive and find out the effect on Word of Mouth Intention. Two groups participated on this study, the one from Busan City and the other from different region. The Landmark Types are divided into four types which are Architecture, Typfier, Streets and the View. The City Image composed of four factors: Landscapes, Convenience, Attractive Image and Modern factors. As a result of difference verification depending on Perceived Landmark Types on City Image, the convenient, atttractive and modern city image was highly formed by respondents that perceive Architecture as a landmark and the landscape image was highly formed by Typfier perceivers. Also, the attractive image only showed difference on City Image Evaluation depending on Landmark Types. The effect on Word of Mouth Intention on two groups appeared that Busan City residents have positive effect on every four factors of City Image. However, other city residents have effect only on Landscapes, Convenience and Modern factors. It also appeared that Busan City residents have good mouth-to-mouth intentons on landscape image and other city residents have it on Convenience, Modern image.