지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This study is to analyze the effects of benefits through regional tourism brand collaboration between Seoul and Paris on the regional tourism brand(Hi Seoul) attitude of the residents living in Seoul city. The ultimate objective is to verify the effect of collaboration in regional tourism brand, and suggest the good direction how to make the competitive regional tourism brand in tourism market. In order to achieve this purpose, the study limited Seoul city as the regional range, the subject of study were selected as the residents living in the city, and asked them to assume the situation collaborating Seoul and Paris tourism brands. The 339 copies were used for the final analysis. IBM SPSS 21.0 program was used for the empirical analysis. The results are as following; First, the regional tourism brand benefits, symbolic and economic benefits, affected significantly residents’ regional tourism brand attitude. Second, regional tourism brand benefits affected its collaboration benefits. Fourth, the benefits of regional tourism brand collaboration, with the exception of the experiential benefits, affected the residents’ attitude to the original regional tourism brand in a positive way after finishing its collaboration between Seoul and Paris. Fifth, the average of the numerical value of residents’ attitude to the original regional tourism brand after finishing brand collaboration is higher than its average before the collaboration. The managerial implications stemming from the empirical findings were also discussed.
목차
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참고문헌 (65)
참고문헌 신청
Gundlach, G. T. / 1995 / The Structure of Commitment in Exchange / Journal of Marketing 59:78~92
Gursoy, D. / 2004 / Host Attitudes Toward Tourism: An Improved Structural Model / Annals of Tourism Research 31(3):495~516
Keller, K. L / 1993 / Conceptualizing, measuring, and managing customer-based brand equity / Journal of Marketing 57:1~22
Keller, K. L / 1998 / Strategic Brand Management: Building, Measuring, and Managing Brand Equity / Prentice-Hall
Keller, K. L / 2007 / 브랜드매니지먼트 / 비즈니스북스
Gursoy, D. / 2004 / Host Attitudes Toward Tourism: An Improved Structural Model / Annals of Tourism Research 31(3):495~516
Keller, K. L / 1993 / Conceptualizing, measuring, and managing customer-based brand equity / Journal of Marketing 57:1~22
Keller, K. L / 1998 / Strategic Brand Management: Building, Measuring, and Managing Brand Equity / Prentice-Hall
Keller, K. L / 2007 / 브랜드매니지먼트 / 비즈니스북스
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