여행사 브랜드 인지도가 여행사 선택에 미치는 영향 = An Effect of Brand Royalty upon Choice of Travel Agency

다국어 초록 (Multilingual Abstract)

A tour product has a higher risk perception due to its intangibility. In the light of this, the brand awareness is important factor to reduce the perceived risk. Therefore, we measured the brand awareness to study whether it affects on decision of travel agency. As a result of study, we could get the following outcome.
First, it is important to be exposed to the consumer constantly. The travel agency that highly recognized has a long history of their company, which means that their brand could be exposed to the people through a newspaper, TV frequently for a long period of time. Second, it is necessary to unify the brand name. Many of travel agency has two different brand name - one for tour product and another for the company. It makes consumer hard to recognize their brand. Third, we found out that the brand awareness effects positive influence on consumer to choose a travel agency. The intention of choice is higher with 'heard and know the brand as well' category group than 'heard but don't know well' and 'never heard' group. It can be considered as a natural result, but it proved that the brand awareness has a quite important role for decision-making process. Therefore, it is highly recommend building a brand name to be chosen.