earticle

영어

This study aims to verify the effect of the type of culture marketing on the brand equity, place attachment and loyalty of the tourist site as well as identifying the effect of brand equity on place attachment and loyalty of the tourist site. To achieve this goal, both theoretical and empirical studies were conducted and 555 questionnaires were collected for analysis. The results of this research is presented as follows: Firstly, cultural production can be seen as an important means to enhance brand assets of tourist destination. Secondly, cultural marketing of tourist destination and brand assets need to be carried out after identifying suitable cultural marketing activities for each country because there are differences among countries. Thirdly, cultural marketing of tourist destinations affects brand assets, and that of tourist destination brands has a positive influence on location attachment and loyalty. It is very important to improve the brand assets of the tourist destination through cultural marketing activities. Therefore, it is necessary to develop policies and strategies to enhance brand appeal so that tourists will visit again.