관광목적지 브랜드 자산가치 형성과정의 근거이론 분석 = An Analysis on Brand Equity Formation Process for a Tourism Destination Using a Grounded theory

국문 초록 (Abstract)

본 연구는 관광목적지와 개인경험의 상징적 상호작용과정 속에서 발견될 수 있는 장소 브랜드 자산의 구성요소를 개발하고 이들 구성요소의 관계에 기초한 브랜드 자산가치의 형성과정을 이론화하는데 목적을 두고 있다. 이를 위해 본 연구는 현상의 본질을 파헤치는데 유용하게 활용되는 근거이론을 방법론으로 활용하였다. 16명의 연구 참여자들을 대상으로 심층면담을 실시하고 수집된 자료에 대한 근거이론 코딩절차를 통해 ‘브랜드 인식’, ‘브랜드경험’, ‘관여행동’, ‘경험의 내재화’, ‘경험가치’라는 관광목적지 브랜드자산의 구성요소를 도출하였다. 이와 더불어 관광목적지 브랜드자산 구성요소들의 통시적 관계를 고려하여 인식의 단계, 경험의 단계, 내재화의 단계, 가치인식의 단계로 구조화할 수 있는 관광목적지 브랜드 자산가치의 형성과정을 모형화하고, 분석결과를 토대로 이론적 함의를 논의하였다.

다국어 초록 (Multilingual Abstract)

This research is focused to develop configurations of brand equity for a tourism destination that can be found in symbolic interaction between tourism destination and personal experience and to theorize brand equity formation process for a tourism destination on the basis of their relations. To achieve the purposes, this study adopted a grounded theory which is useful to find out fundamental phenomenon, using deductive and inductive inquiry. Analysing the in-depth interview of 16 samples and the coding procedure configurations of brand equity for a tourism destination, important dimensions of brand equity were classified. These are ‘brand recognition’, 'brand experience', involvement’, ‘embodied experience’, ‘experience value’. Also a brand equity formation process was formulated in tourism destination context that can be structured in the form of cognition phase, experience phase, embodiment phase and value recognition phase in accordance with the passage of time. Based on the results theoretical implications were discussed. The study has several limitations in terms of credibility caused by qualitative research.

참고문헌 (Reference)

1 이혜련, "컨벤션 서비스 품질 척도 개발" 한국관광학회 29 (29): 381-400, 2005

2 김철원, "중국인 인바운드 여행업체의 한국관광제약요인과 극복방안 탐색 - 근거이론 접근 -" 한국관광학회 35 (35): 213-235, 2011

3 송영민, "근거이론을 이용한 자전거 관광객의 경험분석" 한국관광학회 34 (34): 155-177, 2010

4 오정학, "관광목적지 브랜드자산 구조모형 검증에 관한 연구 - 5요인 모형과 영향요인의 관점에서 -" 한국관광학회 35 (35): 81-104, 2011

5 오정학, "관광목적지 브랜드 자산가치 형성과정의 통합 이론모형 연구 : 내용분석, 근거이론, SEM에 의한 삼각검증" 경희대학교 대학원 2011

6 박석희, "觀光 후 이미지와 滿足度 간의 關聯性" 한국관광학회 26 (26): 47-62, 2002

7 Day, E., "Value assessment : the antecedent ofcustomer satisfaction. Journal of Consumer Satisfaction" 13 (13): 52-60, 2000

8 Alegre, J., "Tourist satisfaction and dissatisfaction" 37 (37): 52-73, 2010

9 Glaser, B., "Theoretical sensitivity" Sociology Press 1978

10 Hankinson, G., "The management of destination brands : five guidingprinciples based on recent developments in corporate brandingtheory" 14 (14): 240-254, 2007

11 Carey, M. A., "The group effect in focus groups: Planning, implementingand interpreting focus group research, In Criticalissues in qualitative research methods" Sage 1994

12 Glaser, B., "The discovery of grounded theory" Aldine 1967

13 Fernandez, R. S., "The concept of perceivedvalue : a systematic review of the research" 7 (7): 427-451, 2007

14 Ritchie, J. R. B., "The branding of tourismdestinations : Past achievements & future challenges. Marrakech" 1998

15 Anon, "Taking the less treveled read" Brandweek 1999

16 Creswell, J. W., "Qualitative inquiry and research design: choosingamong five traditions" Sage Publication, Inc 1998

17 Tasci, A. D. A., "Measurement ofdestination brand bias using a quasi-experimental design" 28 (28): 1529-1540, 2007

18 Buhalis, D., "Marketing the competitive destination of the future" 21 (21): 97-116, 2000

19 Aaker, D. A., "Managing brand equity : capitalizing on the value of abrand name" Ontario, The Free Press 1991

20 Prebensen, N. K., "Exploring tourists' images of a distant destination" 28 (28): 747-756, 2007

21 Park, C., "Efficient or enjoyable? Consumer values of eating-out andfast food restaurant consumption in Korea" 31 (31): 87-94, 2004

22 Oh, H., "Diner's perceptions of quality, value, & satisfaction" 41 (41): 58-66, 2000

23 Payne, A., "Diagnosing customer value : Integrating thevalue process and relationship marketing" 12 (12): 159-182, 2001

24 Yoo, B., "Developing and validating a multidimensionalconsumer-based brand equity scale" 52 (52): 1-14, 2001

25 Ekinci, Y., "Destination personality : An application ofthe brand personality to tourism destinations" 45 (45): 127-140, 2006

26 Tasci, A. D. A., "Destination brands vs destinationimages: Do we know what we mean?" 12 (12): 299-317, 2006

27 Murphy, L., "Destination brandpersonality : visitor perceptions of a regional tourism destination" 12 (12): 419-431, 2007

28 Morgan, Pritchard, A., "Destination branding:Creating the unique destination proposition" Butterworth Heinemann 2002

29 Blain, C., "Destination branding : insights and practices from destination management organizations" 43 (43): 328-338, 2005

30 Morgan, N., "Destination branding : creating the unique destination proposition" ButterworthHeinemann 2004

31 Pike, S., "Destination brand positions of a competitive set ofnear-home destinations" 30 (30): 857-866, 2009

32 Yuksel, A., "Destination attachment : effecton customer satisfaction and cognitive, affective and conative loyalty" 30 (30): 1-11, 2009

33 Kaplanidou, K., "Destination Branding, concept andmeasurement. Unpublished dissertation" Michigan State University,Department of Park 2003

34 Konecnik, M., "Customer-based brand equity for adestination" 34 (34): 400-421, 2007

35 Khalifa, A. S., "Customer value: a review of recent literature and anintegrative configuration" 42 (42): 645-666, 2004

36 De Chernatony, L., "Creating powerful brands inconsumer service and industrial markets" Butterworth Heinemann 2003

37 Cai, L., "Cooperative branding for rural destination" 29 (29): 720-742, 2002

38 Pike, S., "Consumer-based brand equity for destinations : practicalDMO performance measures" 22 (22): 51-61, 2007

39 Keller, K. L., "Conceptualizing, measuring and managing customer-basedbrand equity" 57 (57): 1-22, 1993

40 Wood, L., "Brands and brand equity : definition and management" 38 (38): 662-229, 2000

41 Urdde, M., "Brand orientation : A middest for building brands intostrategic resources" 15 (15): 117-133, 1999

42 Strauss, A., "Basics of qualitative research : Groundedtheory procedures and techniques. Newbury park" Sage 1990

43 Baloglu, S., "A model of destination image formation" 26 (26): 868-897, 1999

44 Boo, S. Y., "A model of customer-basedbrand equity and its application to multiple destinations" 30 (30): 219-231, 2009