earticle

영어

The tourism branding of a region is a composite product of policy effects and tourism content in the region. In order to provide a structural understanding of regional tourism branding and practical suggestions for branding to enhance regional competitiveness, this study aims to test the comprehensive influence relationship between tourism brand evidence, quality index, relationship quality, and brand loyalty, which are evaluated as the outcomes of regional tourism policies, and the prestige index. The results of the hypotheses tested by analyzing a total sample of 382 respondents suggest the following implications. First, perceived value and core services were identified as the main causal variables affecting tourists’ perceptions of the luxury index of regional tourism brands. Second, the brand name, brand logo, etc. for branding of regional tourism have no significant effect on the luxury index or cause negative results. Finally, the branding perception of regional tourism was found to have a significant effect on relationship quality and loyalty.