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장소마케팅에서 장소자산이 장소이미지와 재방문의도에 미치는 영향
이제원(Je Won Lee),이주호(Ju Ho Lee),오태현(Tae Hyoun Oh) 글로벌경영학회 2009 글로벌경영학회지 Vol.6 No.3
The purposes of this study through empirical investigation are to examine and describe the study hypothesis that understand the natures and attributes of the various place assets of Kangwon areas and these factors prove how to perceived to people of Seoul, Gyeonggi Do and what influence these image raise efforts on the image and on the revisit intention of Kangwon areas. The proposed theoretical model of this study is constituted by the independent variable, such as place assets(physical, potential, residents openness, relative-possibility assets), the mediate variable(place image), and the dependent variable(revisit intention). The results of this study are summarized as follows: In the relationship with the independent variables and the place image, all of physical, potential, residents openness, relative-possibility assets are significantly related to the place image, the relative-possibility assets of these factors have more significant relation than other factors. Or in the relationship with the independent variables and the revisit intention, only the potential assets are significantly related to the revisit intention, other factors not are significantly related to the revisit intention. In the relationship with the place image and the revisit intention is significantly related. In other words, the residents of Seoul, Gyeonggi Do, the revisit intention only showed through the process of place image formation. Therefore, this results reveal the importance of creation and the improvement of place image. In conclusion, the implications of this study is the possibility of creation of place image with placeness can be positively used as a means of regional development. These show the need of the understand and practical application to the nature and attributes of place assets(physical, potential, residents openness, relative-possibility assets), these efforts have to be closely connected with place image and revisit intention
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