관광목적지 브랜드 자산가치 형성 과정의 통합 이론모형 연구 : 내용분석, 근거이론, SEM에 의한 삼각검증

다국어 초록 (Multilingual Abstract)

In regard to a concept of tourism destination brand, this study began with awareness of problems that have been pointed out in previous studies. In other words, researches on tourism destination brand indiscriminately have accepted brand concept of products which resulted in ignorance of differences between products and service brands(Ooi, 2004). In addition, deep studies on characteristics of tourism and attributes of tourism destination have not been conducted enough(Buhalis, 2000; Konecnik & Gartner, 2007; McIntyre, 1993; Ringer, 1998; Tasci & Kozak, 2006), and studies on concept of the brand in terms of tourism are not sufficient(Cai, 2002).
This paper especially agrees with two perspectives. One is that to effectively manage tourism destination brand, tourist perception about tour experiences and tourism destination brand is very important(Blain et al., 2005; Boo et al., 2009). The other is that to assess effectiveness of brand, it is necessary to measure effects of brand on visitors(Blain et al., 2005; Boo et al., 2009; Kaplanidou & Vogt, 2003; Ritchie & Ritchie, 1998). In this regard this study attempted to describe tourism destination brand through a naturalistic approach on brand experiences of tourists.
At the same time, this study implemented combination between a qualitative research and a quantitative research by the need to find categories which can standardize and make a comprehensive model rather than taking a microscopic approach on various perception of brand experience, given that a concept of brand establishes strong theoretical foundations in terms of matrix study. By doing so, this paper intended to produce differentiated results that can reflect tourism attributes and harmonize with context of matrix theory. However, as contextual harmonization with matrix theory did not mean to define epistemological base of this study in advance, this paper followed the procedure of mixed methodology that started from naturalistic perspective to draw a theory proven by experiences and came to a conclusion through quantitative research.
The purpose of this study is as follows.
Firstly, to conceptualize the essence of tourism destination brand by exploring interaction between brand attributes of tourism destination and brand experiences by applying a grounded theory that is one of the qualitative inquiries.
Secondly, to develop configurations of brand equity for tourism destination that can be found in symbolic interaction between tourism destination and to model brand equity formation process for a tourism destination on the basis of their relations.
Thirdly, to empirically verify validity of configurations of brand equity for a tourism destination and formation process of brand equity for a tourism destination resulted from qualitative research.
Fourthly, to suggest a comprehensive theoretical model to identify formation process of brand equity for a tourism destination based on personal experiences by combining results of qualitative and quantitative researches
Lastly, to suggest theoretical, methodological and practical implications on research results.
To achieve the purposes, this study implemented sequential mixed method designs of mixed methodology which begins with qualitative research to design quantitative research and suggests conclusions through discussion on outcomes of the two stages of researches.
Research design of mixed method has five objectives. The first is triangulation to explore convergency. The second is complementarity related to repetition of a certain phenomenon and research on different situations. The third is initiation related to discovery of paradox, contradiction and new perspective. The fourth is development related to sequential access where outcomes of the first step are used as information of the second step. The last is expansion to add depth and scale of a certain project(Green et al., 1989). Among them, the major objective of this study is connected to approaches of the first, the fourth and the fifth.
To fulfill the objective, 16 of theoretical samples who have a wide range of tour experiences were selected for in-depth interview, and qualitative research was conducted according to the procedure of open coding, axial coding and selective coding of grounded theory, 18 times of interviews were conducted from June 2010 to August 2010 to obtain qualitative data of 140 pages of A4 paper. In the stage of compiling data, data collection and open coding were carried out at the same time. For hierarchical classification, four steps were involved including analysing recorded interviews, developing concept of the data, integrating similar concepts and categorizing the data into a super ordinate concept.
In the stage of suggesting grounded materials, according to coding paradigm of grounded theory, categories were classified into causal condition, phenomenon, contextual condition, phenomenon, contextual condition, intervening condition, action/interaction, consequences through axial coding. Selective coding described several processes regarding combining results and data derived from open coding and axial coding before finding main idea and explaining its grounded theory. Through this qualitative research, configurations of brand equity for a tourism destination were classified and the process of equity formation was modeled in accordance with the passage of time.
To verify validity of the results from the qualitative research, empirical analysis was implemented. As a research tool for empirical analysis, structured questionnaire developed on the basis of the categories extracted from the qualitative research was used. Total 1,158 useable samples(the first: 451, the second: 707) were collected from Sep. 13th to Oct. 3rd 2010 to test validity of components of brand equity for a tourism destination and an empirical model created from the qualitative research.
Lastly, discussion of results from combination of qualitative and quantitative methods suggested a comprehensive theory model of formation process of brand equity for a tourism destination.
The following are the results.
First of all, data from in-depth interview on experiences of tourists from naturalistic perspective was analysed using the open coding of qualitative research. It resulted in 7 of super-ordinate categories, 8 of the first subcategories, 40 of the second subcategories and 199 items. The 7 super-ordinate category included cognitive image, aspects of brand selection, brand experience, aspects of brand experience, involvement, embodiment of experience and brand experience value. The first 8 subcategories contained tourism motivation, brand information sources, brand awareness, aspects of tourism, tourism constraints, personal values, cognitive image and affective image. The second subcategories consisted of intrinsic and extrinsic motivation on tourism motivation, direct and indirect source, brand recognition and brand association of brand awareness, types of preferred tourism of tourism aspects, partner, types of tourism, personal constraints and tourism destination constraints of tourism constraints, hedonism of personal value, ego, relationship, comfort of cognitive image, hospitality, experience, entertainment, identity, harmony, natural attractiveness, interest of emotional image, relax, personality, comfort, self-image congruence, expectation matching and mismatching, partner, travel frequency, committment of involvement, offsetting․adaptation, repulsion․disappointment, hostility, pleasure of experience embodiment, psychological purification, self reflexivity, cognitive(practical & superior) value, emotional value and conative value of brand experiential value.
These categories recombined as casual condition, phenomenon, contextual condition, intervening condition, action and interaction and consequences using axial coding paradigm suggested by Strauss & Corbin(1999). In this process, phenonenon that can be explained as a 'brand experience: perceived brand image' was found. Relations between categories around phenomenon can be described according to axial coding paradigm model. First of all, brand awareness formulated from interaction between underlying tourism motivation and information sources became causal condition, which influences on phenomenon(brand experience). In addition, action and interaction strategy that can be explained as involvement and embodiment of experience is an active strategy to deal with brand experience through brand experience, and it as awareness that is exited after brand experience can be affected by intervening conditions such as expectation discrepancy, partner, travel frequency. Furthermore, as a result of the action and interaction, cognitive, emotional, conative value are recognized.
Analysis of process connecting aspects of action and interaction regarding how each category responses, copes with and controls phenomenon according to the passage of time was undertaken. Through this process, brand equity formation process for a tourism destination that can be structured in the form of cognition phase, experience phase, embodiment phase and recognition of value phase was modeled. It also drew a core category(value of experience) through interaction between brand behavior and personal behavior. As a result of combining all the categories including the core category both from micro and macro perspective, brand equity formation process for a tourism destination included 3 levels: The first is a potential level where brand can be recognized through projected images. The second is a experience level where perceived images are made through brand experience. The last is a relation level where relations between individual and brand are made based on personal inner state on brand experiences. In addition, value of brand equity for a tourism destination is optimized when projected and recognized images harmonized and when relations among main, supplementary and basic properties remained complementary. Furthermore, as progressing to the relation level, it strongly implied sustainability. Of 7 super-ordinate categories, the first 8 subcategories, the second 40 subcategories and 199 items developed through open coding of the qualitative research, 4 super-ordinate categories, 21 subcategories and 96 items were extracted as configurations of brand equity for tourism destination, and empirical analysis of them was carries out.
Results of the analysis are as follows.
Firstly, configurations of brand equity for a tourism destination consisted of 4 categories, 22 subcategories and 53 items were developed.
Secondly, an empirical model to verify brand equity formation process for a tourism destination was established. The developed configurations of brand equity of a tourism destination obtained cross validation. The empirical model of brand equity formation process for a destination had fidelity as a theoretical model and obtained statistically significant results in all paths. Futhermore, compared to a competitive model, it was confirmed as an optimal model and had stability at the level of tight replication strategy that says all coefficient are the same even if different groups of the same population are applied.
Lastly, comprehensive theoretical model was schemed to identify the process of how brand equity are established through interaction between tourism destination brand attributes and personal tour experience. The model developed from integration of different methodological approaches offers foundation to diachronically investigate brand equity formation process for a tourism destination. The comprehensive theoretical model was displayed in a diagram where various theoretical aspects related to tourism experience behavior were activated between ranges of tourism and brand equity, and it finally linked to the two areas. The main point of each range can be described as follows.
Firstly, the range of tourism implies complex psychology of human regarding characteristics of tourism and controllable experience of tourism destination. It includes nature, history, artificiality, city, activity, society, culture, service, environment and infrastructure of the destination. This brand's attributes can be divided into three parts including a core element as core benefit of brand, surroundings as an optional benefit to stimulate the core element and basic element as a comprehensive range of services. In addition, all of these elements are allowed to be changed their positions according to personal value and purpose of tourism.
Secondly, the range of tourism implies complex psychology of human and behavioral characteristics related to tourism characteristics that include personal internal and external environment and psychological and behavioral aspects such as tourism motivation, personal value, tourism constraints, tourism aspects and experience aspects. Categories which are activated in the range of tourism act as contextual and intervening condition in a certain phase or the whole process of brand equity formation process for a tourism destination.
Thirdly, the range to activating theories is an area where behavior theories connecting to process developing from the range of tourism to the range of brand equity are activated. It covers motivation theory, value theory, constraint theory, negotiation theory, expectancy theory, cognitive dissonance theory, social judgement theory, balance theory, flow theory and exchange theory. These theories provide a logical foundation to help understand all the aspects involved in brand equity formation process, interacting with categories in the range of tourism and ones in the range of brand equity.
Fourthly, the range of brand equity is an area where substantial categories of brand equity ranging from recognition level to experience level to relation level are activated. The range is a structured area that has a regular sequence of elements such as brand awareness, brand associations, brand experience, internalization of experience, cognitive value, emotional value and conative value, that reflect sub-dimensions of each category. Core phenomenon in brand equity area is about personal recognition and emotional reaction(brand image) on attributes of brand for tourism destination and result from general relations between all categories are about brand experience value through interaction between brand behavior and personal behavior.
Lastly, brand IMC(integrated marketing communication) includes projected image and information source, stimulating interaction with tourism motivation and contain all elements that can have an effect on recognizing and associating brand.
All of these researches lay a theoretical foundation to identify the essence of brand, configurations of brand equity and brand equity formation process for a tourism destination which reflect characteristics of tourism and attributes of tourism destination. The comprehensive approach of qualitative and quantitative researches offers implications to obtain abundant sources to progress results of researches and to improve results of research. When it comes to practical use, it provides in-depth information on strategic elements of branding on which tourism destination should focus. This result has great significance because it can serve as theoretical foundation for deep discussion of brand for tourism destination and also contribute to improving the quality of relevant researches.
Given a research, however, cannot investigate all details of a certain phenomenon, subsequent research improved from results of the study needs to be continually conducted. In conclusion, critical discussions and improvements for achievements and limitations are required for advanced studies of brand for tourism destination in the future.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구배경 및 문제제기 1
• 제2절 연구목적 3
• 제3절 연구의 방법 및 구성 4
• 제2장 이론적 배경 9
• 제1절 브랜드와 브랜드 자산 9
• 1. 브랜드의 개념과 기능 9
• 2. 브랜드 자산 11
• 제2절 관광목적지 브랜드 16
• 1. 관광목적지의 개념과 구성요소 16
• 2. 관광목적지 브랜딩 20
• 3. 관광목적지 브랜드의 중요성과 기능 27
• 4. 관광목적지 브랜드의 구성요소 31
• 제3절 관광목적지 브랜드 자산 33
• 1. 관광목적지 브랜드 자산의 개념 33
• 2. 관광목적지 브랜드 자산의 구성요소 35
• 3. 관광목적지 브랜드 자산 구성요소의 관계 51
• 제4절 관광목적지 브랜드 연구의 성과와 한계 60
• 제5절 본 연구의 쟁점과 방법론적 틀 68
• 1. 연구의 쟁점 68
• 2. 방법론적 틀: 실용주의 70
• 제3장 연구방법 75
• 제1절 통합방법론 연구 설계 75
• 제2절 질적 연구 77
• 1. 연구의 틀: 근거이론 77
• 2. 연구 참여자 선정 82
• 3. 자료수집 및 분석 84
• 4. 질적 연구결과의 검증 87
• 제3절 양적 연구 88
• 1. 분석절차 88
• 2. 측정도구 95
• 3. 표본선정 및 자료수집 95
• 4. 분석방법 100
• 제4장 관광목적지 브랜드 경험의 근거이론 분석 103
• 제1절 개방코딩: 근거자료의 범주화 103
• 1. 관광목적지 브랜드 인지반응 106
• 2. 관광목적지 브랜드 선택 양상 111
• 3. 관광목적지 브랜드 경험 119
• 4. 관여행동 124
• 5. 경험의 내재화 128
• 6. 관광목적지 브랜드 경험가치 132
• 제2절 축 코딩 138
• 1. 패러다임에 의한 범주분석 138
• 2. 과정분석 151
• 제3절 선택코딩 158
• 1. 핵심범주 158
• 2. 이야기 윤곽 160
• 3. 상황모형 166
• 제5장 질적 연구 결과의 실증분석 171
• 제1절 관광목적지 브랜드 자산 구성요인 추출 171
• 제2절 관광목적지 브랜드 자산 구성요인의 타당성 검증 173
• 1. 1차 타당성 검증 173
• 2. 2차 타당성 검증 185
• 3. 교차타당성 검증 215
• 제3절 관광목적지 브랜드 자산가치 형성 과정 검증 221
• 1. 실증모델의 설정 221
• 2. 실증모델 검증 224
• 3. 실증모델 최적성 검증 232
• 4. 실증모델 안정성 검증 233
• 제6장 결론 239
• 제1절 연구결과 요약 239
• 1. 질적 연구결과 241
• 2. 양적 연구결과 244
• 제2절 논의 247
• 1. 연구결과의 논의 247
• 2. 관광목적지 브랜드 자산가치 형성과정의 통합 이론모형 논의 258
• 제3절 연구의 함의 262
• 1. 이론적 함의 262
• 2. 방법론적 함의 264
• 3. 실무적 함의 266
• 제4절 한계점 및 향후 연구 제언 270
• 참고문헌 272
• 부록 306
• 영문초록 317