캐릭터의 특성, 이미지, 그리고 캐릭터 관련 관광 굿즈 개발에 대한 지지도 간 영향관계 분석

Abstract

Since characters serve as objects of familiarity and play a significant role as strategic resources in urban marketing, identifying the character attributes that consumers prefer and establishing a direction for goods development are critical issues. Accordingly, this study examines the structural relationships among character characteristics, image, and consumer support for the development of character-related tourism goods. The main findings of this study are as follows. First, among character characteristics, attractiveness exerts a positive effect on image, whereas originality has a negative effect on image. Notably, attractiveness was found to be a more influential factor in shaping character image than originality. Second, character image was found to have a positive effect on consumer support for the development of character-related tourism goods. Furthermore, the results of the mediation analysis indicate that image functions as a full mediator in the relationship between attractiveness and support for character-related tourism goods development, underscoring its pivotal role in the proposed structural model.