earticle

영어

The purpose of this study is to understand the relationship between Slow City perception, brand image and loyalty as a brand of tourism destination. In other words, empirically verify how Slow City brand perception affects brand image and loyalty. To achieve the goal of the study, total of 700 surveys were distributed to the online survey(350) and field survey(350). The data was analyzed using the SPSS 24.0 version program. As a result, Slow City brand image was classified ‘functional image’, ‘emotional image’, and ‘regional image’. Slow City brand perception had partial effect on brand image. Slow City brand image and brand perception had effect on Slow City loyalty. The factors that affected the most were emotional image, regional image and functional image. The results of this study are expected to help verify the effectiveness of the Slow City brand and present practical and specific marketing measures for tourism resource development, policy establishment and marketing strategies in the future.