관광목적지 브랜드의 온라인 경험이 장소 애착, 지각된 가치 및 관광 의도에 미치는 영향 : 대만 잠재관광객을 중심으로 본 논문은 Liu, Chia-Hsin의 학위논문을 바탕으로 작성됨
The Effects of Online Experiences of Tourist Destination Brand on Place Attachment, Perceived Value, and Tourism Intention: A focus on potential tourists in Taiwan
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This study investigates the impact of online brand experiences of tourism destinations on place attachment, perceived value, and tourism intention. A total of 428 responses were collected from coffee shop customers and analyzed using SPSS 24.0. Frequency analysis, factor analysis, and multiple regression were conducted. Online brand experiences were classified into sensory, intellectual, and behavioral dimensions. Only behavioral experience significantly influenced place attachment. All three experiences had significant effects on perceived value. Both place attachment and perceived value positively affected tourism intention. Behavioral engagement online plays a key role in forming emotional bonds with destinations. Multi-sensory experiences enhance perceived value. These findings offer strategic implications for Korean tourism marketing targeting Taiwanese consumers.
Abstract
This study investigates the impact of online brand experiences of tourism destinations on place attachment, perceived value, and tourism intention. A total of 428 responses were collected from coffee shop customers and analyzed using SPSS 24.0. Frequency analysis, factor analysis, and multiple regression were conducted. Online brand experiences were classified into sensory, intellectual, and behavioral dimensions. Only behavioral experience significantly influenced place attachment. All three experiences had significant effects on perceived value. Both place attachment and perceived value positively affected tourism intention. Behavioral engagement online plays a key role in forming emotional bonds with destinations. Multi-sensory experiences enhance perceived value. These findings offer strategic implications for Korean tourism marketing targeting Taiwanese consumers.