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양청청(Qing Qing Liang),이대휘(Dae Hui Lee) 한국관광연구학회 2014 관광연구저널 Vol.28 No.7
The purpose of this study is to examine the effects of oriental medical experiences on brand equity of oriental medical tourism. Chinese medical tourists who visited the World Traditional Medicine Expo in Sancheong were examined in this study. The results indicate that there were four factors (i.e., entertainment, education, escapism, esthetics) in oriental medical experiences. First, entertainment of oriental medical experiences significantly influenced brand association, brand awareness, and perceived quality. Second, education of oriental medical experiences significantly influenced brand awareness and perceived quality. Third, escapism and esthetics didn`t significantly influence any brand equity of oriental medical tourism. Forth, brand association and brand awareness of oriental medical tourism significantly influenced brand loyalty. This study will be useful in enhancing the competitiveness of oriental medical tourism and enticing foreign medical tourists who are interested in oriental medical tourism to visit oriental medical events in Korea.