Journal of Digital Convergence (디지털융복합연구)
- Volume 11 Issue 10
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- Pages.313-320
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- 2013
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- 2713-6434(pISSN)
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- 2713-6442(eISSN)
DOI QR Code
The Relationship among Brand Equity, Corporate personality, Attachment and Consumer behavior
관광목적지의 브랜드자산, 자아일치성, 애착 및 행동의도간의 관계
- Seo, Kyung-Do (Dept. of Tourism Management, TongMyung University) ;
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Lee, Jung-Eun
(Dept. of Tourism Management, TongMyung University)
- Received : 2013.08.30
- Accepted : 2013.10.20
- Published : 2013.10.28
Abstract
In this study of tourism destination brand equity and self-consistent interstellar significant attachment relationships and brand equity and behavioral intention was to determine the effect on the relationship. First, the tourism destination brand equity of the self-consistent sex tourists will have a significant impact is to test the hypothesis of a multiple regression analysis was conducted brand equity, loyalty, self image and gender matched only indicates the relationship was significant. Second, self Correspondence tourist destination tourists will have a significant effect on attachment. In order to verify the hypothesis that the multiple regression analysis was conducted for self-Correspondence attachment was significantly related shows. Third, the attachment of tourist destinations for travelers of action also will have a significant impact on. Hypotheses multiple regression analysis was conducted to attachment behavior also shows significant relationship was about.
본 연구에서 관광목적지의 브랜드자산과 자아일치성간에 유의한 관계와 브랜드자산이 애착과 행동의도에 영향관계를 파악하고자 했다. 첫째, 관광목적지의 브랜드자산은 관광객 자아일치성에 유의한 영향을 미칠 것이다. 의가설을 검증하기 위하여 다중회귀분석을 실시하였으며 브랜드자산은 자아일치성에 이미지와 충성도만이 유의한 관계를 나타내고 있었다. 둘째, 관광목적지의 자아일치성은 관광객 애착에 유의한 영향을 미칠 것이다. 가설을 검증하기 위하여 다중회귀분석을 실시하였으며 자아일치성은 애착에 대하여 유의한 관계를 나타내고 있었다. 셋째, 관광목적지의 애착은 관광객 행동의도에 유의한 영향을 미칠 것이다. 가설을 검증하기 위하여 다중회귀분석을 실시하였으며 애착은 행동의도에 대하여 유의한 관계를 나타내고 있었다.
Keywords