FCB Grid 모델을 적용한 관광목적지 평가에 관한 탐색적 연구 = An Exploratory Study on Evaluating Tourism Destination through the FCB Grid Model

다국어 초록 (Multilingual Abstract)

Tourist destination is a complicated concept and source that produce sustainable competitiveness of the tourist place. This study is to evaluate how tourism destination is perceived and felt in the mind of potent or experienced visitors. It has been measured by the FCB Grid model, representing dimensions of cognition and emotion as well as dimensions of high and low involvement. Each destination is evaluated as high involvement-cognitive, high involvement-affective, low involvement-cognitive, and low involvement- affective respectively. For example, Seoul as a tourist destination is evaluated by visitors as the high involvement-cognitive destination, while Gangwon province is evaluated as the high involvement-affective destination. Authors provide a marketing implications for destination marketing to attract visitors.핵심용어(Key words):FCB 그리드 모델(FCB Grid model), 고관여 이성(High involvement-cognitive), 고관여 감성(High involvement-affective), 저관여 이성(Low involvement-cognitive), 저관여 감성(Low involvement-affective)

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