문화마케팅이 관광지 브랜드 자산 및 브랜드 태도에 미치는 영향 = 중국인 관광객을 대상으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify the components of tourist culture marketing activities and to understand the influential relationship among cultural marketing activities of tourist sites, brand equity of tourist attractions, and brand attitude. The study surveyed Chinese tourists who had visited representative tourist attractions in Seoul, with 381 valid samples used for final analysis. The collected samples were analyzed by frequency analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis using SPSS 21.0. The results of this study show that cultural marketing promotion, cultural support, cultural orientation, cultural tourism positioning, cultural halo, and tourism marketing activities have significant effects on brand equity and brand attitude, respectively. This study has differentiation and significance in that it has expanded the research that is limited to product and service brands centering on existing companies by studying the effect of cultural marketing on the brand equity of tourism destinations in Seoul.