구전과 관광목적지 브랜드 지식 간 관계 연구 = 제주의 중국 잠재방문객을 대상으로

다국어 초록 (Multilingual Abstract)

This study is to investigate the effect of word of mouth by Chinese for Jeju on its brand knowledge. To examine the relationship between Chinese word of mouth and brand knowledge, brand image as subfactor of brand knowledge constructs are defined as cognitive image and affective image. Accordingly destination images were measured multi-dimensionally. From the literature, 4 hypotheses were proposed regarding relationship between word of mouth and sub-factors of brand knowledge. To verify the hypotheses, 315 valid samples were selected from among of 350. The survey was held in Shanghai of China and focused on its citizens. The analysis was performed through structural equation modeling after factor analysis. The findings are as follows: Firstly, word of mouth communication by Chinese on Jeju influences its brand awareness positively. Secondly, word of mouth influences cognitive image as well as affective image positively. Thirdly, brand awareness influences cognitive image and affective image positively as well. Lastly, cognitive image influences affective image positively. In conclusion, Chinese word of mouth communication on Jeju influences its brand knowledge. Based on the analysis results, the following implications were suggested. Word of mouth is crucial factor to brand knowledge since it can be one of substantial marketing communication tools strategically. Furthermore, word of mouth is effective directly or indirectly to destination image. In a nutshell, this study shows that destination should provide potential tourists with diverse information continuously to have a positive word of mouth. Lastly, future research directions and limitation were also mentioned.