지방자치단체의 관광목적지 브랜드자산에 관한 연구 = The Brand Equity of Local government as Tourist Destinations

국문 초록 (Abstract)

본 연구에서는 관광객들이 지각하는 브랜드자산의 선행변수인 브랜드광고, 브랜드비용, 선택속성이 브랜드자산의 매개역할을 통해서 만족과 브랜드 가치 그리고 브랜드 애호도에 어떠한 영향을 미치는가를 연구하고자 하였다. 실증분석결과는 첫째, 브랜드자산의 선행변수인 브랜드 광고, 브랜드 비용, 선택속성은 관광목적지로서 지방자치단체의 브랜드자산에 영향을 미치는 것으로 나타났다. 둘째, 관광목적지의 브랜드자산은 결과변수인 브랜드 만족, 브랜드 가치, 브랜드 애호도에 영향을 미치는 것으로 나타났다. 셋째, 브랜드가치는 브랜드 만족에 영향을 미치는 것으로 나타났다. 넷째, 브랜드 만족과 브랜드가치는 브랜드 애호도에 영향을 미치는 것으로 나타났다. 한편 본 연구의 의의와 기여도 측면에서의 전략적 시사점은 첫째, 관광목적지인 지방자치단체를 대상으로 브랜드자산의 선행변수인 브랜드광고, 브랜드비용 및 선택속성과 브랜드자산, 그리고 브랜드자산의 결과변수인 간의 관계를 최초로 실증분석 했다는 점이다. 둘째, 변수들을 구조적 모형 분석을 통해 통합적인 관점에서 직ㆍ간접적으로 접근했다는 점이다. 셋째, 관광목적지 관광마케팅 분야에 있어서 지방자치단체를 대상으로 브랜드자산과 관련한 이론적인 틀을 제시했을 뿐만 아니라, 실무적인 측면에서도 활용 및 응용이 가능하다는 사실이다. 넷째, 관광목적지인 지방자치단체의 브랜드자산이 이것의 선행변수인 브랜드광고, 브랜드비용 및 선택속성과 결과변수인 브랜드만족, 브랜드가치 및 브랜드애호도의 매개역할을 한다는 것이 실증적으로 검증되었고, 이의 결과는 지방자치단체의 관광마케팅 및 관광개발의 방향성을 제시할 뿐만 아니라, 경쟁우위 확보를 위한 시장지향적인 경쟁전략과 전략경영의 중요성을 시사해 주고 있다.

다국어 초록 (Multilingual Abstract)

The concept of brand equity is gaining its popularity in tourism marketing field where brand equity provides a way to acquire competitive advantages. Brand equity is especially important in tourism service industry, in that service affects brand equity more than product does. This phenomenon takes places because tourism service industry regards service as more important than product. The purpose of this study is to examine how the antecedents of customer-based brand equity of tourist destination, namely brand advertisement, brand cost, and attributes of brand choice, affect consequences of the brand equity of tourist destination, namely brand satisfaction, brand value, and brand loyalty ,via the brand equity of mediating variable. Empirical results are as follows; First, brand advertisement, brand cost, and attributes of brand choice affect the brand equity of local districts as tourist destinations. Second, the brand equity of tourist destination affects brand satisfaction and brand value . Third, brand value influences brand satisfaction. Fourth, brand satisfaction and brand value influences brand loyalty.From the results above mentioned, it can be concluded that, to attract more returns of tourists, marketers of tourist destinations try to make good impressions on their brand advertisement, brand cost, and attributes of brand choice and to gain better appreciation of the factors of brand equity, brand satisfaction, and brand value. Consequently, the better evaluation of tourists on those variables means the more their intention to revisit a particular destination. It is concluded that if local districts 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.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 실증분석 결과
• Ⅴ. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

1 "한국관광의 브랜드가치 결정요소" (3) : 52-55, 2001

2 "지역주민 인식에 기초한 지역브랜드 개발전략: 경기도 지역 사례연구" 15 (15): 71-87, 2003

3 "브랜드매니지먼트" 브랜드앤컴퍼니 1999

4 "마케팅 활동 고객자산 그리고 브랜드자산간의 관계와 전략" 연세대학교 대학원 2003

5 "국가브랜드 경영연구소" 2004

6 "관광목적지의 브랜드화 및 브랜드자산 가치" (4) : 51-55, 2001

7 "관광목적지로서 대구 경북지역의 브랜드 퍼스넬리티의 선행 및 결과변수에 관한 연구" 한국관광서비스학회 57-82, 2003

8 "Toward an Integrated conceptual framework Journal of the Academy Marketing Science" 99-113, 1994

9 "The relationship between brand equity and firms performance in Luxury hotles and chain restaurants" 26 (26): 549-560, 2005

10 "The qualitative dimension of brand equity" 35 (35): 1995

11 "The measurement of destination image Journal of Travel Research" 3-13, 1993

12 "The measurement and dimensionality of brand associations" 9 (9): 350-368, 2000

13 "The measurement and determinants of brand equity" 28-52, 1993

14 "The influence of push and pull factors at Korean national parks" 24 (24): 169-180, 2003

15 "The effects of price comparison advertising on buyers perceptions of acquisition value transaction value and behavioral intentions" 62 (62): 1-14, 1998

16 "The effects of physical surroundings and employee responses Journal of Marketing" 69-82, 1990

17 "The effects of nonverbal communications in television advertising Journal of Advertising Research" 11-18, 1984

18 "The effects of brand positioning strategies on consumers brand and category perceptions Some insights from schema research Journal of Marketing Research" 454-467, 1989

19 "The effect of brand and price information on subjective product evaluations Advances in Consumer Research" 85-90, 1985

20 "The behavioral consequences of service quality" 60 (60): 31-46, 1996

21 "The antecedents and consequences of customer satisfaction for firms" 125-143, 1993

22 "The Price Knowledge and search of supermarket shoppers Journal of Marketing" 42-53, 1990

23 "The Effects of Price and Store Information on Buyers' Product Evaluations Journal of Marketing Research" 307-319, 1991

24 "The Brand Equity of Local government as Tourist Destinations"

25 "The American customer satisfaction index Nature" 60 (60): 7-18, 1996

26 "Strategic brands management: Building measuring and managing brand equity" Prentice Hall 1998

27 "Measuring customer based brand equity" 12 (12): 11-19, 1995

28 "Measuring brand equity across products & markets" 38 (38): 102-120, 1996

29 "Managing hotel brand equity A customer centric framework for assessing performance" 41 (41): 22-31, 2000

30 "Journal of Travel and Tourism Marketing" 3-4, 1993

31 "Journal of Marketing" 1-22, 1993

32 "Journal of Health Care Marketing" 5-17, 1989

33 "In search of brand equity The conceptualization and measurement of the brand impression construct" 431-438, 1991

34 "Image variable in multi-attribute product evaluation Journal of Consumer Research" 694-696, 1984

35 "Evaluating structural equation models with unobservable variables and measurement error Journal of Marketing Research" 39-50, 1981

36 "Effects of brand awareness on choice for a common repeat-purchase product Journal of Consumer Research" 141-148, 1990

37 "Customer oriented approaches to identifying product markets Journal of Marketing" 8-19, 1979

38 "Cooperative branding for rural destinations" 29 (29): 720-742, 2002

39 "Consumer perceptions of price A means - end model and synthesis of evidence Journal of Marketing" 2-22, 1988

40 "Confessions of an advertising man" 1966

41 "Characteristics of shoppers and switchers The Southern Journal of Business" 266-276, 1968

42 "Capitalizing on the value of a brand name" The Free Press 1991

43 "Brand equity valuation A global perspective" 7 (7): 275-290, 1998

44 "Brand equity brand preference and purchase intent" 24 (24): 25-40, 1995

45 "Antecedents and consequences of relationship intention implications for transaction and relationship marketing" 32 (32): 667-676, 2003

46 "An examination of the antecedents of repatronage intentions across different retail store formats" 12 (12): 227-243, 2005

47 "An examination of selected marketing mix elements and brand equity" 28 (28): 195-211, 2001

48 "An analysis of pleasure Article in Press" & g (& g):

49 "A rating scale for measuring product/service satisfaction Journal of Marketing" 68-72, 1980

50 "A perspective in its meaning and measurement" 91-124, 1991

51 "A multistage model of customers' assessments of service quality and value Journal of Consumer Research" 375-384, 1991

52 "A multiple-item scale for measuring consumer perception of service quality Journal of Retailing" 12-40, 1988

53 "A longitudinal assessment of consumer satisfaction/dissatisfaction The dynamic aspect of the cognitive process Journal of Marketing Research" 393-404, 1983