관광도시브랜드 자산이 만족도와 추천의도에 미치는 영향

Abstract

The importance of city marketing as a tourism product for the entire city is emphasized due to the characteristics of tourism products based on movement of places and cities or places. Recent tourism products are made in city units, and the main source of tourism products is the whole city. When the entire city is to be commercialized, organizational decisions are made on the basis of city tourism strategy. Global tourism industry is constantly striving to gain competitive advantage in the tourism market amidst new changes and growing global trends. The most powerful source of sustainable growth in the global tourism market is to secure a competitive advantage that distinguishes it from other cities. Tourism city brand equity is the most effective means for competitive advantage. The reason why brand is important that the decision-making processes until the tourist chooses the city treats the city like a commodity, recognizes it as a brand, and finally chooses it according to the value of the city. As such, city brand is becoming a criterion that considers unconsciously or consciously first consideration of city and purchasing commodity related to city. In the case of Jeju, a major tourist destination in Korea, it is very important to establish a marketing strategy for the qualitative growth of tourism. It is necessary to study whether the attributes of tourism city brand equity affect visitors' satisfaction and recommendation intention by positively impressing visitors by using tourism city brand equity construction as one method for qualitative growth. One way to achieve this is to build favorable tourism city brand equity, which should make a positive impression on potential tourists and enhance the satisfaction of tourists. Satisfied tourists will continue to attract new tourists by recommending a particular tourist city to potential tourists. Therefore, it is necessary to study the effect of tourist brand equity on tourism satisfaction and tourism recommendation intention. The purpose of this study is to develop a marketing strategy for tourism city by using tourism city brand equity construction by analyzing the effect of tourism city brand equity on tourism satisfaction and tourism recommendation intention. In particular, this study aims to suggest the practical implications for the marketing method for occupying competitive advantage of tourism industry. First, to examine the concept of brand equity in tourism city and how to build it. and the factors of tourism city brand equity and measurement methods, focusing on prior studies related to brand equity, and suggests ways to construct positive tourism city brand equity. Second, to examine the influence of constituent factors of tourism city brand equity on tourism satisfaction. This can be an effective way to strengthen the competitiveness of tourism city. Third, to examine the influence of constituent factors of tourism city brand equity on tourism recommendation intention. Since tourism can not evaluate the superiority of a tourism city brand without experience as an experiential visitor, the intention of recommending a tourist to a satisfied tourist will be important in inducing favorable tourism behavior. Fourth, to clarified the relationship between tourism satisfaction and tourism recommendation intention. Tourism products are often constrained by time and resources in the purchase process, so there is a limit to maintaining loyal customers or retaining existing customers on an ongoing basis. Therefore, need to constantly find new customers. The occurrence of recommendation of tourism through satisfied customers is useful for securing customers. This can provide practically useful information to the tourism city marketing practice process. The purpose of this study is to establish the theoretical framework of conceptualization, measurement method and constituent factors of tourism city brand equity by using theory related brand. This study develops research hypotheses and research models and verifies them through empirical studies by questionnaires. To conduct empirical studies effectively, questionnaires were used as data collection methods. The questionnaire items were reconstructed according to the previous studies in the field of tourism city brand equity, and the items with high reliability and validity were used in the measurement items. The spatial scope of this study was set as Jeju which is one of the world 's tourism cities. Research subjects were surveyed about domestic tourists who visited Jeju and conducted research through empirical analysis based on collected data. PASW Statistics 18 was used to analyze the survey results and frequency analysis was conducted to examine the composition of the sample. Factor analysis and reliability analysis were conducted to verify the reliability and validity of the research concepts to be applied to this study. In addition, we conducted confirmatory factor analysis using the AMOS program to verify the validity of the constructs. Multiple regression analysis was used to verify the proposed research hypothesis. Finally, Sobel-Test was used to verify the mediating effect between dependent and dependent variables applied to the study. The purpose of this study is to investigate the effect of tourism city brand equity on tourism satisfaction and tourism recommendation intention, and the implicit causal relationship between these variables and to develop tourism marketing strategy. The results of the study are summarized as follows. First, derive the factor of constructing tourism city brand equity as three sub-factors including city brand awareness, city brand quality and city brand image. Second, among the factors constituting the tourism city brand equity, city brand quality and city brand image have a significant effect on tourism satisfaction, but city brand recognition has no statistically effect on tourism satisfaction. Third, in the relationship between tourism city brand equity and tourism recommendation intention, city brand awareness and city brand image have a significant effect on tourism recommendation intention. However, city brand quality has a statistically direct effect on tourism recommendation intention. As a result, the relationship between city brand quality, tourism satisfaction, and tourism recommendation intention was found to have a perfect mediating effect. Fourth, there was a significant effect on the relationship between tourism satisfaction and tourism recommendation intention. Satisfied tourists are more likely to have positive referral motives to others and are an important source of attracting new tourists. Therefore, it can be seen that the enhancement of tourism satisfaction will enable harmonization and balance of tourism qualitative growth and quantitative growth.