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