DOI QR코드

DOI QR Code

농촌지역의 팸투어 체험이 브랜드자산 및 재방문의도에 미치는 영향

The Effect of Fam Tour Experience on Brand Equity and Revisit Intention in Rural Area

  • 권기대 (국립공주대학교 산업유통학과)
  • Kwon, Ki-Dae (Dept. of Channel & Logistics Administration, Kongju National University)
  • 투고 : 2021.12.30
  • 심사 : 2022.02.20
  • 발행 : 2022.02.28

초록

본 연구는 우리나라 농촌지역을 대상으로 팸투어의 체험활동이 브랜드자산 및 재방문의도에 미치는 영향을 분석한다. 이론적 배경 및 선행연구 하에 연구가설을 설정하였다. 가설 1의 '팸투어의 체험(감성, 관계, 감각, 인지, 행동)은 브랜드자산(인지도, 이미지, 지각된 품질, 충성도, 독점적 자산)에 정(+)의 영향을 미칠 것이다' 그리고 가설 2의 '브랜드 자산은 재방문의도에 통계적으로 정(+)의 영향을 미칠 것이다'라고 설정하였다. 검증은 수도권 대학생 MZ세대들로부터 362개의 설문을 회수·통계 분석하였다. 분석결과는 첫째, 가설 1-1에서 농촌지역의 팸투어 체험(감성, 관계, 행동)은 인지도에 정(+)의 영향을, 가설 1-2에서 팸투어 체험(관계, 감각, 인지)은 이미지에 정(+)의 영향을, 가설 1-3에서 팸투어 체험(감성, 관계, 감각, 인지, 행동)은 지각된 품질에 정(+)의 영향을, 가설 1-4에서 팸투어 체험(감각, 행동)은 충성도에 정(+)의 영향을, 가설 1-5에서 팸투어 체험(감성, 관계, 감각, 인지)은 독점적 자산에 정(+)의 영향을 미쳤다. 가설 2의 농촌지역 팸투어의 브랜드자산(인지도, 품질, 충성, 독점적 자산)은 재방문의도에 유의한 관계로 확인되었다. 농촌의 팸투어 체험은 다양하고, 실질적인 도움을 제공해야 비로소 성공할 수 있음을 시사한다.

This study is about the effect of experience activities of fam tours in Korea on brand assets and revisit intention to revisit. In other words, the fam tour experience(feel, relate, sense, think, act) in research hypothesis 1 will have a positive (+) influence on brand assets(recognition, image, perceived quality, loyalty, and exclusive assets). In addition, it was set that the brand asset in Hypothesis 2 would have a positive (+) significant effect on the revisit intention. To verify this, 362 questionnaires were collected from MZ households in the metropolitan area and statistical analysis was conducted. The analysis results are as follows. First, in Hypothesis 1-1, the fam tour experience (feel, relate, act) has a positive (+) effect on awareness, In Hypothesis 1-2, the fam tour experience (relate, sense, think) has the effect of positive (+) on the image, In Hypothesis 1-3, the fam tour experience (feel, relate, sense, think, act) is the influence of perceived quality, In Hypothesis 1-4, the fam tour experience(sense, act) has a positive effect on loyalty, In Hypothesis 1-5, the fam tour experience (feel, relate, sense, think) had a positive (+) effect on exclusive assets. The brand assets(awareness, image, quality, loyalty, and exclusive assets) of the rural fam tour in Hypothesis 2 were significant for revisit intention.

키워드

과제정보

이 논문은 2020년 공주대학교 학술연구지원사업의 연구지원에 의하여 연구되었음.

참고문헌

  1. Kim, S-A., Kwon, S., Kang, J-S, Min, W-K, Kwon, K-D., (2013), Impacts of Experience Dimension of Familiarization Tour upon Satisfaction and Revisit Intention, Korean Business Education Review, 28(2), 261-279.
  2. Schmitt, B.H., (1999), Experiential Marketing, Journal of Marketing Management, 15(1-3), 53. https://doi.org/10.1362/026725799784870496
  3. Holbrook, M.B., and Hirschman, E.C., (1982), The Experiential Aspects of Consumption: Consumer Fantasies, Feeling and Fun, Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
  4. Pine, J.B. II., and Gilmore, J.H., (1988), Welcome to the Experience Eeconomy, Harvard Business Review, 76(4), 97.
  5. Kim, SA., Kwon, S., Kang, J-S, Min, W-K, Kwon, K-D., (2013), Impacts of Experience Dimension of Familiarization Tour upon Satisfaction and Revisit Intention, Journal of Business Education, 28(2), 261.
  6. Lee, T.S., Kim,J-W., Kwon, J-W., (2015), A Study on the perception difference on Attraction of Korea Tourism of JATA Familiarization Participants, Journal of Tourism and Leisure Research, 27(11), 5-22.
  7. Choi, Jia, and Lee, E-J., (2015), Study on Feasibility as Culinary Tourism Resources of Head Families (Jongga) - With a Chungjae Gwonbeol Jongga Familiarization Tour Participants, Journal of the East Asian Society of Dietary Life, 25(5), 752. https://doi.org/10.17495/easdl.2015.10.25.5.752
  8. Go, S-S., and Kwon, K-D., (2021) Relationship among Experience, It's Orientation and Brand Image in Famtour, A Journal of Brand Design Association of Korea, 19(1), 89-102. https://doi.org/10.18852/BDAK.2021.19.1.89
  9. Holbrook, M.B., and Hirschman, E.C., (1982), The Experiential Aspects of Consumption: Consumer Fantasies, Feeling and Fun, Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
  10. Pine, J.B. II., and Gilmore, J.H., (1998), Welcome to The Experience Economy, Harvard Business Review, 76(4), 97.
  11. Kim, G., (2012), The Effect of Rural Experience Activity Tourism on Satisfaction and Continuous Participation, Journal of Hotel & Resort, 11(2), 239.
  12. Ko, H-S., (2015), The Effects of Marine Resort Customers Experience Activities on Brand Equity and Long-Term Relationship Orientation, Journal of Research on Regional Industries, 38(1), 205.
  13. Ko, H-S., (2018), A Study on the Influence of Rural & Fishing Tourism Experience Factors on the Rural Brand Loyalty of Rural & Fishing Experience Village Visitors, Journal of Tourism And Leisure Research, 30(11), 43. https://doi.org/10.31336/jtlr.2018.11.30.11.43
  14. Nam, J-H., (2020), The Impact of Fishing Village's Brand Personality on Image, Satisfaction and Loyalty, Journal of Hospitality and Tourism Studies, 22(1), 40-56. https://doi.org/10.31667/jhts.2020.2.82.40
  15. Aaker, D.A., (1996), Building Strong Brands, The Free Press: New York, 35.
  16. Fournier, S., (1998), Consumers and Their Brands, Journal of Consumer Research, 24(4), 343. https://doi.org/10.1086/209515
  17. McCracken, G., (1993), The Value of Brand: An Anthropological Perspective, in Aaker, David, A. and Biel, Alexander L. ed., Brand Equity and Advertising's Role in Building Strong Brands, Hillsdales, New Jersey: Lawrence Erlbaum Associates, 125-139.
  18. Smothers, N., (1993), Can Products and Brands have Charisma?," in Aaker, David A. and Biel, Alexander L. ed., Brand Equity and Advertising's Role in Building Strong brands, Hillsdales, New Jersey: Lawrence Erlbaum Associates, 97-112.
  19. Keller, K.L., (1993), Conceptualizing, Measuring, Managing Customer Based Brand Equity, Journal of Marketing, 57(1), 1-22. https://doi.org/10.2307/1252054
  20. Aaker, D.A., (1991), Managing Brand Equity, New York: The Free Press, 100-110.
  21. Nedungadi, P., (1990), Recall and consumer consideration sets: influencing choice without altering brand evaluation, Journal of Research, 17(3), 263-276.
  22. Zeithaml, V.A., (1988), Consumer Perception of Price, Quality and Value, Journal of Marketing, 52(2), 2-22. https://doi.org/10.1177/002224298805200302
  23. Oliver, R.L., (1999), Whence Consumer Loyalty?, Journal of Marketing, 63(Special Issue), 33. https://doi.org/10.1177/00222429990634s105
  24. Williamson, E. O., (1981), The Economics of Organization: The Transaction Cost Approach. American Journal of Sociology, 87(3), 548-577. https://doi.org/10.1086/227496
  25. Kalwani, U.M., and Narayandas, N., (1995), Long-term Manufacturer-Supplier Relationships: Do they Pay Off for Supplier Firms?. Journal of Marketing, 59(1), 1-16. https://doi.org/10.2307/1252010
  26. Rust, T.R., K.N. Lemon, and V.A. Zeithaml. (2001). Where Should the Next Marketing Dollar Go?. Marketing Management, 10(3), 25-28.
  27. Campbell, M. C., & Goodstein, R. C. (2001), The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm. Journal of Consumer Research, 28(3), 439-449. https://doi.org/10.1086/323731
  28. Nunnally, J.C., and Bernstein, I. H., (1994), Psychometric Theory, (3rd ed.), New York: McGraw-Hill. 105.
  29. Kim, Shine, (2021), Motivation for Participation in Agricultural Curriculum and Outcomes, Journal of Digital Convergence, 19(2), 39-50. https://doi.org/10.14400/JDC.2021.19.2.039