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논문검색

관광목적지로서의 안동의 브랜드 퍼스넬리티의 결과변수에 대한 연구

원문정보

The Consequences in Brand Personality of An-Dong as Tourist Destination

하동현, 박은진, 황성혜

피인용수 : 0(자료제공 : 네이버학술정보)

초록

영어

The objective of this study is to discover the relationship between antecedents of brand personality and brand personality and consequences of brand personality in An-Dong as tourist destination. This study is used SPSS version 12.0, and worked Factor analysis, Multiple Regression analysis. Empirical results are as follows; First, brand personality is positively related to trust and awareness/association. Second, trust and awareness/association are positively related to loyalty. Third, trust is positively related awareness/association. But brand personality is not positively related to Loyalty. As brand personality is valuable asset to tourist destination, marketers or administrators are requested to strengthen advertising and images of sub-destinations. As brand personality of An-dong, Gyeongsangbuk-do increases, more foreign visitors are expected to visit this area. This study's limitations are regional narrowness and statistics limitation. In the future, These will be complemented.

목차

ABSTRACT
 Ⅰ. 서 론
 Ⅱ. 문헌연구 및 가설설정
  1. 관광목적지 브랜드 퍼스넬리티 - 신뢰/애호/인지 및 연상 간의 관계
  2. 관광목적지에 있어서 신뢰/인지 및 연상과 애호간의 관계
 Ⅲ. 연구의 설계
  1. 자료의 수집과 통계분석방법
  2. 변수의 조작적 정의 및 측정
 IV. 실증분석
  1. 요인분석과 신뢰도 분석
  2. 연구가설의 검증
 V. 결 론
 참 고 문 헌

저자정보

  • 하동현 동국대학교 관광대학 호텔경영학과 교수
  • 박은진 동국대학교 관광호텔경영학과 박사과정
  • 황성혜 동국대학교 관광호텔경영학과 박사과정 수료

참고문헌

자료제공 : 네이버학술정보

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