네트노그라피 연구를 통한 관광 러브마크 개념 인식 분석

다국어 초록 (Multilingual Abstract)

The interest and importance in emotional brand variables just as lovemarks have increased at a phenomenal rate. But research to capture the true meaning of the concept about lovemarks is limited due to the lack of qualitative research. So, this study aims to address the question of what are the underlying components that constitute the construct of tourism lovemarks according to the six dimensions of lovemarks proposed in Roberts`(2004)theory. For this purpose we used netnographic approach which is effective and appropriate method for observing consumer`s meaning for tourism lovemarks. And the data of this study was on customer reviews that were posted in the representative online community of lovemarks(www.lovemarks.com) because of the web site’s relevance to our research. The result of this study can contribute to gain a meaningful understanding of tourism lovemarks construct and characteristics.

참고문헌 (Reference)

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