earticle

영어

The purpose of this study was to examine the relationship between tourist destination brand equity and its antecedents, advertising, tourism price and attributes sought of tourist destination, and the relationship between tourist destination brand equity and its consequences, tourist destination loyalty, and the relationship between antecedents of tourist destination brand equity and tourist destination loyalty in Gyeongju. The research findings were first, advertisement, tourism price and attributes sought of tourist destination affected tourist destination brand equity and tourist destination loyalty, and second, tourist destination brand equity influenced tourist destination loyalty. Therefore, it can be said that, to attract more tourists, marketers of tourist destinations should make good impressions on advertising, tourism price, and attributes sought and gain better appreciation of components of tourist destination brand equity. Consequently, the better evaluation of tourists on those variables means the more intention of them to revisit a particular destination. It is concluded that if local governments take practical actions based on the results of this study to enhance their own brand equity, they could expect various positive outcomes on their destination marketing.