관광목적지 제주의 브랜드 개성에 대한 연구

Abstract

Although the importance of destination personality has been acknowledged, only a few empirical research have identified its dimensions so far. This study aimed to identify whether tourists ascribed personality traits to tourism destinations by adopting Aaker's brand personality scale. This study also has applied the destination personality scale on tourism resources of Jeju Island and addressed the destination personality differences by the types of tourism resources. The finding of the study indicate that perception of destination personality is 4-dimensional : excitement, sophistication, peacefulness, uniqueness. The results also indicated that tourists articulated different destination personalities for each tourism resources and that destination personality has positive impact on tourists satisfaction.