도시관광 마케팅 커뮤니케이션이 브랜드자산, 도시이미지, 장소 애착, 충성도에 미치는 영향 = A Study on uran tourism marketing communation on brand equitym, city image, place attachment and loyalty

국문 초록 (Abstract)

도시마케팅은 도시가 가지는 자산가치를 높이는 활동으로 도시와 관련된매력과 가치를 창출하여 커뮤니케이션하는 통합적이고 전략적인 마케팅 활동이다. 도시 간 경쟁에서 도시 정체성을 높이고 경쟁력을 강화하기 위한 방법으로 도시마케팅이 선택되고 있다. 또한, 지역에서의 인구감소 문제가 단순 현상이 아닌 국가적 위기 문제로 대두되는 지금, 지역의 인구감소 문제를 해
결하기 위한 방안의 일환으로 관광의 역할이 강조되고 있다. 따라서 도시관광활성화를 위한 다양한 시각과 분야에서의 연구가 필요하다고 할 수 있다.
이에 본 연구는 도시관광 마케팅 커뮤니케이션이 브랜드자산, 도시이미지, 장소 애착, 충성도에 미치는 영향관계 규명을 통해 도시관광 활성화를위한 시사점을 도출하고 도시관광의 관광객 유치 전략수립을 위한 기초자료로서 그 의의가 있다고 할 수 있다.
조사의 실증분석을 위하여 공간적 범위를 전주시로 정하고 전주시와한옥마을을 방문한 관광객을 대상으로 설정하여 설문조사를 실시하였다.
교육된 설문조사원을 통해 설문을 배포 및 회수 하였고 배포된 설문지 가운데 불성실하게 답한 설문지는 데이터 크리닝을 통해 제거, 최종376부의 표본을 분석에 활용하였다.
본 연구에서는 마케팅 커뮤니케이션은 세 개의 요인으로, 브랜드자산은세 개의 요인으로, 도시이미지는 두 개의 요인으로, 장소 애착은 두 개의 요인으로, 충성도는 단일요인으로 구성요인을 도출하여 측정하였으며, 각 구성 요인의 측정항목은 모두 신뢰성과 타당성을 갖고 있다고 증명되었다.
본 연구의 결과는 다음과 같다.
첫째, 도시관광 마케팅 커뮤니케이션의 광고, 구전, 퍼블리시티 순으로 브랜드자산의 브랜드 품질에 영향을 미치며, 구전, 퍼블리시티 순으로 브랜드 가치에 영향을 미치고 광고는 영향을 미치지 않는 것으로 나타났다. 또한, 광고, 퍼블리시티, 구전 순으로 브랜드 인지도에 영향을 미치는 것으로 나타났다.
둘째, 도시관광 마케팅 커뮤니케이션의 구전, 광고, 퍼블리시티 순으로 도시이미지의 정서적 이미지에 영향을 미치며, 구전, 광고 순으로 인지적 이미지에 영향을 미치고 퍼블리시티는 영향을 미치지 않는 것으로 나타났다.
셋째, 도시관광 마케팅 커뮤니케이션의 구전, 광고, 퍼블리시티는 장소 애착의 장소의존성에는 영향을 미치지 않는 것으로 나타났으며, 퍼블리시티는 장소정체성에 영향을 미치지 않지만 구전, 광고는 장소정체성에 영향을 미치는 것으로 나타났다.
넷째, 브랜드자산의 브랜드 가치, 브랜드 품질, 브랜드 인지도는 순서대로 도시이미지의 정서적 이미지에 영향을 미치며, 브랜드 품질과 브랜드 가치는 인지적 이미지에 영향을 미치는 것으로 나타났으나 브랜드 인지도는 영향을 미치지 않는 것으로 나타났다.
다섯째, 브랜드자산의 브랜드 품질, 브랜드 가치는 장소 애착의 장소의존성에는 영향을 미치며, 브랜드 인지도는 영향을 미치지 않는 것으로 나타났고, 브랜드 가치, 브랜드 품질, 브랜드 인지도는 순서대로 장소정체성에 영향을 미치는 것으로 나타났다.
여섯째, 브랜드자산의 브랜드 가치, 브랜드 품질, 브랜드 인지도는 충성도에 순서대로 영향을 미치는 것으로 나타났다.
일곱째, 도시이미지의 정서적 이미지와 인지적 이미지는 순서대로 장소애착의 장소의존성에 영향을 미치며, 장소정체성에도 모두 영향을 미치는 것으로 나타났다.
여덟째, 도시이미지의 정서적 이미지와 인지적 이미지는 모두 충성도에 유의한 정의 영향을 미치는 것으로 나타났다.
아홉째, 장소 애착의 장소 정체성과 장소 의존성은 모두 충성도에 유의한 정의 영향을 미치는 것으로 나타났다.
본 연구는 도시관광 마케팅 커뮤니케이션이 브랜드자산, 도시이미지, 장소 애착, 충성도에 미치는 영향 검증을 통해 도시관광 마케팅 커뮤니케이션, 브랜드자산, 도시이미지, 장소 애착, 충성도 간 관계를 규명하고 도시관광 활성화를 위한 학문적, 실무적 시사점을 제시했다는 점에서 의의가 있다.
우리나라는 고령화와 저출산 등으로 인구감소 문제에 직면하고 있는상황으로 인구감소지역에서 관광 수입의 증가는 지역 고용 및 지역생산에 전반적으로 긍정적 영향을 미치는 것으로 나타났다. 이는 인구감소지역이 관광객 유입 정책을 통해 지역 경제 활성화 효과를 기대해 볼 수 있음을시사한다. 본 연구를 통해 도시관광지의 유형과 특성에 맞는 차별화된 마케팅 커뮤니케이션 도구의 개발과 이를 실무에 적용하여 도시관광지의 긍정적 브랜드자산, 도시이미지를 구축하여 장소 애착과 충성도로 이어질수 있는 계기가 되기를 기대한다.

다국어 초록 (Multilingual Abstract)

Urban marketing is an integrated and strategic marketing activity that
communicates by creating attractions and values related to the city as
an activity that increases the value of assets. Urban marketing is being
selected as a way to increase urban identity and strengthen
competitiveness in intercity competition. In addition, now that the
problem of population decline in the region is emerging as a national
crisis problem rather than a simple phenomenon, the role of tourism is
being emphasized as part of measures to solve the problem of population
decline in the region. Therefore, it can be said that research from
various perspectives and fields is necessary to revitalize urban tourism.
Therefore, this study is meaningful as basic data for urban tourism
attraction strategies and derives implications for revitalizing urban tourism
by examining the impact of urban tourism marketing communication on
brand assets, urban image, place attachment, and loyalty.
For the empirical analysis of the survey, the spatial scope was set
to Jeonju City and the survey was conducted for tourists who visited
Jeonju City and Hanok Village.
The questionnaire was distributed and collected through an educated
surveyor, and the questionnaire that was unfaithfully answered among
the distributed questionnaires was removed through data screening,
and the final 376 samples were used for analysis.
In this study, marketing communication is three factors, brand
assets are three factors, urban image is two factors, place attachment
is two factors, and loyalty is a single factor, and all measurement
items of each component are proven to have reliability and validity.
The results of this study are as follows.
First, it was found that the brand quality of brand assets was
affected in the order of advertisement, word of mouth, and publicity in
urban tourism marketing communication, and the brand value was
affected in the order of word of mouth and publicity, and advertisements
were not affected. In addition, it was found that the brand awareness
was affected in the order of advertisement, publicity, and word of mouth.
Second, word of mouth, advertisement, and publicity of urban
tourism marketing communication affect the emotional image of the
city image, and word of mouth and advertisement affect the cognitive
image, and publicity does not.
Third, word of mouth, advertisement, and publicity of urban tourism
marketing communication did not affect the place dependence of place
attachment, and publicity did not affect place identity, but word of
mouth and advertisement affected place identity.
Fourth, brand value, brand quality, and brand awareness of brand
assets affect the emotional image of the city image in order, and
brand quality and brand value were found to affect cognitive image,
but brand awareness was not.
Fifth, brand quality and brand value of brand assets affect place
dependence of place attachment, brand awareness does not, and brand
value, brand quality, and brand awareness affect place identity in order.
Sixth, it was found that the brand value, brand quality, and brand
awareness of brand assets affect loyalty in order.
Seventh, it was found that the emotional and cognitive images of
urban images affect the place dependence of place attachment in order,
and both place identity.
Eighth, both emotional and cognitive images of urban images were
found to have a significant positive effect on loyalty.
Ninth, both place identity and place dependence of place attachment
were found to have a significant positive effect on loyalty.
This study is significant in that it identified the relationship
between urban tourism marketing communication, brand asset, city
image, place attachment, and loyalty by verifying the impact of urban
tourism marketing communication on brand assets, city images, place
attachment, and loyalty, and presented academic and practical
implications for revitalizing urban tourism.
As Korea is facing problems with population decline due to aging
and low birth rate, the increase in tourism income in
population-decreased areas was found to have an overall positive effect
on local employment and local production. This suggests that
population-decreased areas can expect the effect of revitalizing the
local economy through the tourist inflow policy. Through this study, it
is expected that it will serve as an opportunity to lead to attachment
to places and loyalty by developing differentiated marketing
communication tools suitable for the types and characteristics of urban
tourist destinations and applying them to practice.

목차 (Table of Contents)

• 목차 ·····················································································································································ⅰ
• 표 목차 ················································································································································ⅴ
• 그림 목차 ············································································································································ⅶ
• 국문 초록 ············································································································································ⅷ
• 제1장 서 론 ·····································································1
• 제1절 연구의 필요성 및 목적 ·······················································1
• 1. 연구의 필요성 및 문제제기 ····························································1
• 2. 연구목적 ······························································································4
• 제2절 연구범위와 연구방법 ···························································5
• 1. 연구범위 ······························································································5
• 2. 연구방법 ······························································································6
• 제2장 이론연구 ································································8
• 제1절 도시관광 마케팅커뮤니케이션 ········································8
• 1. 도시관광 ······························································································8
• 2. 마케팅커뮤니케이션 개념 ······························································13
• 3. 마케팅커뮤니케이션 구성요인 ······················································22
• 제2절 브랜드자산 ············································································26
• 1. 브랜드자산 개념 ··········································································26
• 2. 브랜드자산 구성요인 ··································································32
• 제3절 도시이미지 ··················································································36
• 1. 도시이미지 개념 ··········································································36
• 2. 도시이미지 구성요인 ··································································41
• 제4절 장소 애착 ·····················································································45
• 1. 장소 애착 개념 ············································································45
• 2. 장소 애착 구성요인 ····································································50
• 제5절 충성도 ···························································································53
• 1. 충성도 개념 ··················································································53
• 2. 충성도 구성요인 ··········································································56
• 제3장 연구 설계 ····························································59
• 제1절 연구모형 ··················································································59
• 제2절 구성개념 간 관계 고찰과 가설설정 ································60
• 1. 마케팅 커뮤니케이션과 브랜드자산 간 관계 ····························60
• 2. 마케팅 커뮤니케이션과 도시이미지 간 관계 ····························61
• 3. 마케팅 커뮤니케이션과 장소 애착 간 관계 ······························62
• 4. 브랜드자산과 장소 애착 간 관계 ················································63
• 5. 브랜드자산과 도시이미지 간 관계 ··············································64
• 6. 브랜드자산과 충성도 간 관계 ······················································65
• 7. 도시이미지와 장소 애착 간 관계 ················································66
• 8. 도시이미지와 충성도 간 관계 ······················································67
• 9. 장소 애착과 충성도 간 관계 ························································68
• 제3절 변수의 조작적 정의 ·····························································69
• 1. 마케팅 커뮤니케이션 ······································································69
• 2. 브랜드자산 ························································································69
• 3. 도시이미지 ························································································70
• 4. 장소 애착 ··························································································70
• 5. 충성도 ································································································70
• 제4절 조사 설계 및 설문지 구성 ················································71
• 1. 조사대상 ····························································································71
• 2. 조사방법 ····························································································71
• 3. 설문지구성 ························································································71
• 4. 자료수집 ····························································································73
• 5. 분석방법 ····························································································73
• 제4장 연구결과 ······························································74
• 제1절 조사 대상자의 특성 ·····························································74
• 1. 인구통계학적 특성 ··········································································74
• 제2절 신뢰도 및 타당성 검증 ·······················································76
• 1. 신뢰도 및 타당성 검증 ··································································76
• 2. 신뢰도 및 타당성 검증 결과 ························································77
• 제3절 상관관계 분석 ·······································································91
• 1. 상관관계 분석 결과 ········································································91
• 제4절 가설 검증 ················································································93
• 1. 가설 1 검증 ······················································································93
• 2. 가설 2 검증 ······················································································96
• 3. 가설 3 검증 ······················································································98
• 4. 가설 4 검증 ····················································································100
• 5. 가설 5 검증 ····················································································102
• 6. 가설 6 검증 ····················································································104
• 7. 가설 7 검증 ····················································································105
• 8. 가설 8 검증 ····················································································107
• 9. 가설 9 검증 ····················································································108
• 제5장 결론 ····································································111
• 제1절 연구의 요약 ·······································································111
• 제2절 연구의 시사점 ···································································115
• 제3절 연구의 한계점 ···································································122
• 참고문헌 ········································································123
• 설문지 ·············································································141
• Abstract ········································································147