충청남도 관광목적지 퍼스넬리티에 관한 연구
Chungcheongnam-do? Destination Personality: An Application of Brand Personality to Tourism Destinations
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초록
본 연구는 충청남도 전체, 안면도, 부소산성, 보령의 머드축제의 관광목적지 퍼스넬리티를 하부 차원을 확인하고, 이것이 해당 관광목적지에 대한 애호도에 영향을 미치는지에 관해 연구하였다. 이와 같은 연구목적을 달성하기 위해 관광관련 전공 대학생들을 대상으로 자료를 수집하였다. 분석결과는 다음과 같다. 첫째, 충청남도 전체, 안면도, 부소산성, 보령의 머드축제 간에는 보령머드축제를 제외하고 관광목적지 퍼스넬리티에서 큰 차이가 없었다. 둘째, 충청남도 전체, 안면도, 부소산성, 보령머드축제의 관광목적지 퍼스넬리티는 관광목적지로서 이들 지역의 애호도에 영향을 미치고 있었다. 따라서 이 지역의 관광마케팅 관리자는 관광목적지 퍼스넬리티를 적극 활용하여 관광객을 유치하는 노력을 경주하여야 할 것이다.
Abstract
This study identified whether Chungcheongnam-do, Boryeong Mud Festival, Anmyeon Island and Busosanseong have destination personalities and if so, these personalities can affect destination loyalty. An empirical study was used with tourism major students of Dongguk university at Gyeongju campus. The research findings were as follows. Firstly, except Boryeong Mud Festival, there were no differences in destination personalities among these areas. Secondly, destination personalities of these areas partly affected destination loyalty. Based on these findings, tourism marketers of these areas should consider destination personalities in executing tourism marketing strategies.
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