컨벤션 개최지 브랜드개성이 지역이미지 및 경쟁력 제고에 미치는 영향
The Effect of Convention Destination’s Brand Personality on Destination Image and Competitive Promotion
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This study examines the brand personality of convention destination and its influence on destination image and competitive promotion. The brand personality of convention destination was first classified into five generic dimensions: affluence, sincerity, uniqueness, sophistication, and attractiveness; then the impact of each dimension was investigated with regards to destination image and the promotion of regional competitiveness. Additionally, the impact of destination image on regional competitiveness was also examined. Several generic dimensions of convention destination, including sincerity, uniqueness, sophistication, and attractiveness, were all found to have a positive impact on the promotion of destination image. On the other hand, the generic dimensions of affluence, sincerity, and attractiveness were found to have a positive influence on regional competitiveness. In addition, this study shows that the promotion of regional image has a positive impact on the promotion of regional competitiveness.
Abstract
This study examines the brand personality of convention destination and its influence on destination image and competitive promotion. The brand personality of convention destination was first classified into five generic dimensions: affluence, sincerity, uniqueness, sophistication, and attractiveness; then the impact of each dimension was investigated with regards to destination image and the promotion of regional competitiveness. Additionally, the impact of destination image on regional competitiveness was also examined. Several generic dimensions of convention destination, including sincerity, uniqueness, sophistication, and attractiveness, were all found to have a positive impact on the promotion of destination image. On the other hand, the generic dimensions of affluence, sincerity, and attractiveness were found to have a positive influence on regional competitiveness. In addition, this study shows that the promotion of regional image has a positive impact on the promotion of regional competitiveness.
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