관광목적지 브랜드개성이 관광목적지 애착과 충성도에 미치는 영향 = The Effects of Destination Brand Personality on Destination Attachment and Destination Loyalty

다국어 초록 (Multilingual Abstract)

This study identified how foreign tourist`s perceived Gyeongju personality affected their perceived attachment of Gyeongju as tourist destination and how their perceived attachment of Gyeongju affected their perceived loyalty of Gyeongju. The research findings were as follows. Firstly, sophistication, sincerity and ruggedness of Gyeongju personality affected their perceived attachment of Gyeongju. This research findings implies that exterior of Gyeongju, polite services of employees and real hospitality of residents are important factors of attracting foreign tourists. Secondly, their perceived attachment of Gyeongju affected their perceived loyalty of Gyeongju. Based on these findings, tourism marketer of Gyeongju should keep or strengthen sophistication, sincerity and ruggedness of destination personality. Also tourism marketer of Gyeongju-si should introduce or strengthen factors that increase foreign tourist`s attachment, in addition to destination personality. These factors can be experiences. Although excitement and competence of Gyeongjui personality did not influence foreign tourist`s perceived attachment, this city should pay attention to these dimensions of destination personality.