초록 열기/닫기 버튼
The purpose of this study is to investigate the effect of tourism marketing communication on destination brand equity. we used the survey results of six countries in Southeast Asia, which was the main target of the marketing communication, based on the Korea Tourism Organization's global tourism marketing communication effectiveness survey (2017a). First, as a result of the analysis of difference in six countries in Southeast Asia, it was found that there was a significant difference in destination brand equity by the experience of tourism marketing communication. As a result of the regression analysis, the results of each country are slightly different, but overall, the experience of tourism marketing communication has an effect on the destination brand equity. These results support the fact that tourism marketing communication contribute to enhance brand awareness, brand attitude, and brand loyalty constituting destination brand equity, and it is well known that various communication should be strengthened overseas. In addition, this analysis can be practically used to enhance the effectiveness of tourism marketing communication in overseas countries in the future.
키워드열기/닫기 버튼
Brand Awareness, Brand Attitude, Brand Loyalty
