관광 이벤트가 개최지 브랜드 개성 이미지 및 사후반응에 미치는 영향연구 - R-16 Korea 2011 세계비보이대회 한국대표선발전을 중심으로 -
The study of the effect brand image and intention to revisit the event destination - R-16 Korea elimination case
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초록
This study aimed to examine the effect of the brand of event destination on attendees' brand image recognition by analyizing the relationship between the level of recongnition brand character and the intention to revisit. in order to enhance the competive advantage of the event and tourism industry. The Brand image of the event destination was positively related to the percieved level of the brand character. The higher the number of participants percieved the attractiveness of character of Brand image, the stronger they expressed intentions to revisit and recommend the event destination the research could be utilized as an effective marketing tool to attract more participants and tourists in regional events.
Abstract
This study aimed to examine the effect of the brand of event destination on attendees' brand image recognition by analyizing the relationship between the level of recongnition brand character and the intention to revisit. in order to enhance the competive advantage of the event and tourism industry. The Brand image of the event destination was positively related to the percieved level of the brand character. The higher the number of participants percieved the attractiveness of character of Brand image, the stronger they expressed intentions to revisit and recommend the event destination the research could be utilized as an effective marketing tool to attract more participants and tourists in regional events.
참고문헌 (20)
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