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논문검색

도시재생관광지의 스토리텔링에 따른 지역 브랜드가치, 브랜드이미지가 행동의도에 미치는 영향 연구

원문정보

A study on the Behavioral intention of Local brand value and brand image by the Storytelling of Urban Regeneration Tourism Destination

이재곤, 위주연

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초록

영어

The purpose of this study is to examine how storytelling affects local brand value and brand image, and how it affects behavior, and to find storytelling elements to enhance local brand value and image, and to present suggestions to activate local tourism. An empirical survey was conducted between May 1 and May 20, 2019, and 185 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, factor analysis, structural equation model analysis and study model hypotheses. Analysis showed that uniqueness, education, and interest affect brand value and brand image. Uniqueness and interest are affecting brand preference, which informs interesting local culture, history and educational content and needs a story that can satisfy knowledge acquisition. This study is believed to be used as a regional marketing material as storytelling has been proven to affect local brand values and images and to lead to behavior.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 도시재생
2. 스토리텔링
3. 지역 브랜드가치
4. 지역 브랜드이미지
5. 행동의도
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 변수의 조작적 정의 및 측정
3 자료수집 및 분석방법
Ⅳ. 분석결과
1. 표본의 인구통계학적 특성
2. 측정변수의 신뢰성과 타당성 검정 결과
3. 가설의 검정
Ⅴ. 결론
참고문헌

저자정보

  • 이재곤 Jaekon Lee. 경기대학교 관광경영학과 교수
  • 위주연 Juyeon We. 경기대학교 일반대학원 관광경영학과 박사과정

참고문헌

자료제공 : 네이버학술정보

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