해외여행상품에 대한 지각된 가치가 브랜드인지도 및 브랜드 충성도에 미치는 영향에 관한 연구
How to influence the perceived values of the overseas travel package on brand awareness, brand loyalty
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This study examine the differences in the role of brand awareness for a series of variables that affect the structural relationship between perceived value to the brand awareness and brand loyalty for overseas trips. Structural equation modeling analysis was conducted to verify the research model. Comprehensive research model analysis in this study, the perceived value of overseas trips was confirmed through this study that having a defining impact on the relationship with the brand. in particular, as this is the primary thing that research can view inferred from the results of the model travel products and services even if some lack of perceived value, depending on the perceived value of a traveler if the traveler to travel abroad affect brand awareness. it appeared. travellers want to buy overseas trips are choosing to travel abroad only product advertising or promotional media tours. In fact, most cases are purchasing products through inbound tourism practitioners and consultation with aplasia due to a lack of information on such trips abroad. according to executives working for overseas travel industry, in recent years, customers have a lot of experience traveling abroad can see that the choice behavior through perceived value with overseas trips. and a trip abroad is a lot of customers are professionals who are not only accumulated a sufficient variety of attractions and travel experiences accumulated a lot of expertise through international travel. To target the majority of these international travelers are planning trips abroad, studying the development of property, and it is thought that it is worthy of study to fully understand the importance of them.
Abstract
This study examine the differences in the role of brand awareness for a series of variables that affect the structural relationship between perceived value to the brand awareness and brand loyalty for overseas trips. Structural equation modeling analysis was conducted to verify the research model. Comprehensive research model analysis in this study, the perceived value of overseas trips was confirmed through this study that having a defining impact on the relationship with the brand. in particular, as this is the primary thing that research can view inferred from the results of the model travel products and services even if some lack of perceived value, depending on the perceived value of a traveler if the traveler to travel abroad affect brand awareness. it appeared. travellers want to buy overseas trips are choosing to travel abroad only product advertising or promotional media tours. In fact, most cases are purchasing products through inbound tourism practitioners and consultation with aplasia due to a lack of information on such trips abroad. according to executives working for overseas travel industry, in recent years, customers have a lot of experience traveling abroad can see that the choice behavior through perceived value with overseas trips. and a trip abroad is a lot of customers are professionals who are not only accumulated a sufficient variety of attractions and travel experiences accumulated a lot of expertise through international travel. To target the majority of these international travelers are planning trips abroad, studying the development of property, and it is thought that it is worthy of study to fully understand the importance of them.
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