Korea Science and Art Forum (한국과학예술포럼)

The Korean Society of Science & Art (한국과학예술융합학회)
권호 표지
DOI QR코드

DOI QR Code

Study on the Cultural Marketing Factors of Tourism Destination in the Era of Convergence : Focusing on the Brand Attitude and Brand Equity Differences by segmented groups

융복합시대의 관광지 문화마케팅에 관한 연구 : 세분집단별 브랜드태도 및 자산 인식 차이를 중심으로

  • Yoon, Yeong Hye (Global MICE major, Dongduk Women's University) ;
  • Kim, Mi Seong (Department of Convention & Exhibition Management, Kyunghee University) ;
  • Kang, Hwa (Department of Convention & Exhibition Management, Kyunghee University) ;
  • Yoon, Yoo Shik (Department of Convention Management, Kyunghee University)
  • 윤영혜 (동덕여자대학교 글로벌MICE전공) ;
  • 김미성 (경희대학교 컨벤션전시경영학과) ;
  • 강화 (경희대학교 컨벤션전시경영학과) ;
  • 윤유식 (경희대학교 컨벤션경영학과)
  • Received : 2019.03.07
  • Published : 2019.03.31
⟨ Previous Next ⟩

Abstract

This study began with the focusing the growth of importance of cultural marketing and its successes by applying to branding in a phase in which the cultural production era has arrived after the industrial production era. This study aimed to reveal the effect of cultural marketing, which are used as marketing strategy in the tourism field, on brand attitude and awareness. Therefore, this study tried to investigate the brand equity and attitude in accordance with the cultural marketing factors by survey Chinese tourists visiting Korea. The result and contents of the study are as follows. First, it was confirmed that the research question on the possibility of market segmentation in accordance with cultural marketing factors; the market segments were classified as Cluster 1 general involvement perceived group, Cluster 2 high involvement perceived group, Cluster3 middle involvement perceived group. Second, it revealed significant differences on brand attitude among the segments; Cluster 2 showed high brand attitude and Cluster 3 showed average level on brand attitude. Third, it found a statistically significant differences in the perception of brand equity including perceived quality, brand awareness and brand image of tourism destination. In conclusion, this study was able to identify market segments in accordance with cultural marketing factors of tourism destination and revealed significant differences in the segments by brand attitude and brand equity. This could provide practical implication that various cultural marketing activities to generate positive results on brand equity and brand attitude and cultural marketing strategies is also needed to increase foreign tourists' awareness of these cultural marketing activities.

본 연구는 산업생산의 시대가 가고, 문화생산 시대가 도래하며 융복합시대로 접어들고 있는 시점에서 점차 문화마케팅의 중요성이 늘어나며, 이를 브랜딩에 적용해 성과를 올리고 있다는 점에서부터 시작되었다. 본 연구의 목적은 관광분야에서 융복합적 성격의 마케팅 전략으로 활용되는 문화마케팅요인이 브랜드 태도 및 인식에 미치는 영향에 대해 밝히는 것이다. 따라서 본 논문은 방한 중국관광객을 대상으로 하여 문화마케팅요인에 따른 세분집단별 관광지 브랜드 자산 및 태도 연구를 시도하였다. 연구결과 및 내용은 다음과 같다. 첫째, 선행연구를 통해 연구의 기반을 마련하고, 문화마케팅 요인을 확인할 설문지 작성 및 배포와 분석을 통해 해당 집단을 저관여인식집단, 고관여인식집단, 중관여인식집단 총 3개로 군집화하였다. 둘째, 세분시장별 브랜드 태도를 확인한 결과 관광지 브랜드 태도는 유의한 차이를 보이며, 특히 군집 2가 높은 값을 보이고, 군집 3은 보통으로 나타났다. 셋째, 각 세분시장별 브랜드 자산인식의 차이에서는 관광지 지각된 품질, 브랜드 인지도, 브랜드 이미지 모두 통계적으로 유의한 차이를 보이며 기존 선행연구를 지지하며 본 연구의 가설로 채택되었다. 이러한 연구결과를 바탕으로 본 논문은 문화마케팅의 관광 분야 적용이 적고, 관광지 대상으로 확대가 필요한 시점에서, 요인에 따라 시장을 세분화했다는 특징을 가지며, 각 세분 시장별 브랜드 태도와 자산에 미치는 영향을 분석하여 이론 및 실무적 시사점 측면에서 의미를 제시할 수 있을 것으로 기대한다.

Keywords

References

  1. Aaker, D. A., Managing brand equity: capitalizing on the value of a brand name, New York; Ontario: The Free Press, 1991.
  2. Ajzen, L., & Fishbein, M., Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs Prentice-Hall, 1980.
  3. An, So-Young., Han, Jin-Soo, "A Study on the Effects of Hotel's Culture Marketing Activity to Corporate Brand Image and Intent to Relationship Continuity", Korean Journal of Hospitality & Tourism, 23(5), 2014.
  4. Bonata M. Kolb, Marketing Cultural Organizations: New strategies for attracting audience, Thomson Learning College: Oak Tree Press. 2004.
  5. Cho, Eun Mi., Kang In HO, "A Study on the Effects of Tourist Participation on Tour Destination's Brand Equity", Korean Journal of Tourism Research, 25(2), 2010.
  6. Choi, Tae Un, "A Study on the Effects of Corporate Cultural Marketing on Customer Lolaty Focusing on the Effects of the Types of Cultural Marketing", Journal of Arts and Cultural Management, 3(1), 2010.
  7. Chung, Sun Tae., Chung, Ung Young., Chung, Kyoo Yup Chung, "Hotel : A Comparison Study of Causal Relationship of Hotel Brand Equity Component according to Different Types of Hotel Management: Focused on the Mediation Effect of the Brand Personality", Journal of Hospitality and Tourism Studies, 14(3), 2012.
  8. Dryglas, D.; Salamaga, M., "Segmentation by push motives in health tourism destinations: A case study of Polish spa resorts", Journal of Destination Marketing & Management, 9, 2018.
  9. Ha, Dong Hyun., Sohn, Sam Ho, "Effects of Antecedents of Tourist Destination Brand Equity on its Brand Equtiy and Revisit Intention-Centered on Gyeongju city", Gyeongju Research, 17(1), 2008.
  10. Jeong, Myung Hee., Hong, Hee Jeong., Park, Jung Min, "Effects of the Culture Marketing of Airlines on Brand Image, Brand Equity and Brand Loyalty", Event & Convention Research, 9(2), 2013.
  11. Jin, Yang Ho., Han, In Kyung, "The Effect of Cultural Marketing on a Corporate Image and Purchase Intention in the Foodservice Industry", Culinary science and hospitality research, 18(3), 2012.
  12. Keller, K. L., Strategic Brand Management: Building, Mesuring, and Managing Brand Equity, 2005.
  13. Kim, Dong Uk, "Study of Overseas Golf Tour Market Segmentation using the Specialization Concep(Master's thesis)", Sejong University, pp..22-35. 2005.
  14. Kim, Hwa Jin., Han, Jin Soo, " A Study of the Effect of Airline Culture Marketing on Performance - Focused on the Mediating Role of Airline Image and Customer Attitude", Korean Journal of Hospitality & Tourism, 24(1), 2015.
  15. Kim, Hyun Ju., Yun, Hee Jeong, " Imageability Elements of Tourism Space using Spatial Cognitive Maps - Focused on Tourists of Nami Island in Their 20s and 30s", Journal of the Korean Institute of Landscape Architecture, 44(3), 2016.
  16. Kim, Il-Ho., Kim, Dong-Joon, "Study of Structural Relationships between Culture Marketing Activity, Brand Reliability and Brand Loyalty in Tourism Foodservice Company", Journal of the Korea Entertainment Industry Association, 6(4), 2012.
  17. Kim, Jung Hun, "The Effects of Attitude toward Korean Wave on National Image of Korea and Japanese's Visit Intentions", The Journal of Business and Economics, 28(2), 2015.
  18. Kim, Ki Beom., Cha, Young Ran., Heo, Sung Ho, "An Analysis of Basement of Brand Trust and Relationship between Brand Trust and Brand Attitude", The Korean Journal of Advertising, 17(3), 2006.
  19. Konectic, M., & Gartner, W. C., "Customer-based brand equity for a destination", Annals of Travel Research, 34(2), 2006.
  20. Korea Mecena Association, Act on the Specification of Sponsorship Activities, 2014.
  21. Korea Mecena Association, 2012 Annual Report, 2012.
  22. Kwak, Chul woo., Hor Sungran, "A The Effect of Airline's Culture Marketing to the Corporate Image and Relationship-Persistence Intentions", Journal of Tourism Management Research, 54, 2013.
  23. Lee, Ho Geun., Lee, Jun Yup, "Research on the Effect of Culture Marketing(Mecenat) on Image of the Food Service Industry, Formation of Brand Loyalty", Event & Convention Research, 9(1), 2013.
  24. Lee, In Young., Oh, Heong Choel, "The Causal Relationship Between Luxury Hotel's Cultural Marketing and Hotel Corporate Image", Northeast Asia Tourism Research, 12(1), 2016.
  25. Lee Ji Ho, "Composition Factors of Restaurant Brand Equity", International Journal of Tourism Sciences, 30(1), 2006.
  26. Lee, Ryeo Jung., Sohn, De Hyun, The Influence of Travel Agency's Culture Marketing on Brand Attitude and Repurchase Intention", Korean Journal of Tourism Research, 25(1), 2010.
  27. Lee, Sham ho., Baek, Yong Jae, "A Study on the culture-marketing activation plan of image raising on the enterprise - focalizing the enterprise of activity MECENAT", digital design research, 6(1), 2006.
  28. Lee, Sang Bin, "The Relationships between Corporate Image and Brand Equity : A Comparison of Influence on Brand Attitude and Purchase Intention", ADVERTISING RESEARCH, 76, 2007.
  29. Lee, Sang Mi., Lee, Jung Won, "Structural Relationship Among Brand Image, Brand Attitude, Loyalty on Coffee Shop", FoodService Industry Journal, 9(3), 2013.
  30. Lee,Soo-bum., Shin,Sung-hye, "The Influence of Cultural Marketing, as a Corporate Public Relations, on Corporate Image, Brand image and Purchase Intention", Advertising Research, 66, 2005.
  31. Lee, Yun-Hwi, "Deduction and Analysis on the Selection Attributes of the Resort Market Segmentation - Focused on the Major Resorts in Gangwon Province(Master's thesis)", KangnungNational University, pp.12-56. 2006.
  32. Lin, Xiao Xue Lin., Choi, Woo Sung, "A Study on the Moderating Effect of Product Familiarity in the influence of Hotel Industry's PPL Effect on Chinese Tourists' Purchase Intention", Tourism Research, 39(3), 2014.
  33. LIU, F., HAO, X., & WU, C. Z., "ON THE CULTURAL MARKETING", Journal of Shaanxi University of Science & Technology, 6, 2005.
  34. Park, Hae Seoung, "A Study on Urban Image and Satisfaction according to Market Segmentation of Urban Tourism Selection Attributes(doctoral dissertation)", Honam University, pp.13-42. 2017.
  35. Park, Jong Chul., Kwon, Bong Hun, "The Effects on the Hotel Employees' Organizational Trust Influence to Customer Orientation and Organizational Commitment based on Cultural Marketing Types", Journal of Hotel & Resort, 13(2), 2014.
  36. Park, Jung Hyang, "A Study on the Airline Brand Equity", Tourism Research, 23, 2006.
  37. Park, Young Je, "Influence of Coffee Shop's Culture Marketing on Brand Image and Repurchase Intention", Tourism & Leisure Research, 25(2), 2013.
  38. Porter, M. E. & M. R. Kramer, "Creating shared value", Harvard Business Review, 89(1), 2011.
  39. Robson, A. D., "Industry: Art Angel Pepsi-Cola's "Portrait of America" Art Annual as an Early Instance of Corporate Art Sponsorship", The Journal of American Culture, 38(4), 2015.
  40. Ryu, Jae Sook, "A Study on Relationship between Brand Equity Components as Tourism Destination", Internayional Journal of Tourism and Hospitality Research, 22(1), 2008.
  41. Ryu, Young Eun, "Segmenting Domestic Tourism Behavior based on Personal value and Vacation style: Focused on Gyeong-Ju area(Master's thesis)", Sejong University, pp.34-56. 2014.
  42. Seo, Kyung DO., Lee, Jung Eun, "The Relationship among Brand Equity, Corporate personality, Attachment and Consumer behavior", Journal of Digital Convergence, 11(10), 2013.
  43. Severi, E. & K. C. Ling, "The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity", Asian Social Science, 9(3), 2013.
  44. Sweeney, J. C. & G. N. Soutar, "Consumer perceived value, the development of a Multiple item scale", Journal of Retailing , 77, 2001.
  45. Shim, Sang Min, The rise of culture marketing and success strategy, CEO Information, 2002.
  46. WANG, S. Z., & XU, Y. J., "On culture marketing in hotel marketing strategies", Journal of Bohai University(Philosophy and Social Science Edition), 5, 2006.