도시관광벨트의 브랜드자산 가치연구
A Study on Brand Equity Value of Urban Tourism Belt
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
This study was conducted to come up with strategies both for the current urban brand value management of some cities as well as for their future brand management. In order to achieve the research goal, the study measured brand equities of those major cities which are being evaluated as the biggest tourist cities in the world, and compared their brand equities with each other. In addition, before evaluating the brand equity of Seoul from an aspect of the urban tourism belt, the study selected three cities, New York, Boston and Washington, as sample cities to be compared with Seoul. As for the empirical analysis, the study extracted a total of 342 samples from tourists who have toured the research subjects, those four urban tourism belt brands. The key results are summarized as follows. Regarding the brand strength as in the future value of the urban tourism belt, all of the sample cities came up with high scores on relevance. It was also analyzed that the brand stature as in the current value has high scores on knowledge. Add to that, in terms of the general scores on the brand equity of the urban tourism belt, the scores on the brand stature appeared high. This study is considered academically significant for it has applied this BAV model not only to re-establishing the concepts of the urban tourism belt and measuring the brand equity but also to evaluating tourists' perceptions towards various brands.
Abstract
This study was conducted to come up with strategies both for the current urban brand value management of some cities as well as for their future brand management. In order to achieve the research goal, the study measured brand equities of those major cities which are being evaluated as the biggest tourist cities in the world, and compared their brand equities with each other. In addition, before evaluating the brand equity of Seoul from an aspect of the urban tourism belt, the study selected three cities, New York, Boston and Washington, as sample cities to be compared with Seoul. As for the empirical analysis, the study extracted a total of 342 samples from tourists who have toured the research subjects, those four urban tourism belt brands. The key results are summarized as follows. Regarding the brand strength as in the future value of the urban tourism belt, all of the sample cities came up with high scores on relevance. It was also analyzed that the brand stature as in the current value has high scores on knowledge. Add to that, in terms of the general scores on the brand equity of the urban tourism belt, the scores on the brand stature appeared high. This study is considered academically significant for it has applied this BAV model not only to re-establishing the concepts of the urban tourism belt and measuring the brand equity but also to evaluating tourists' perceptions towards various brands.
참고문헌 (42)
- 김소은, "국내 도시브랜드 관련 연구의 경향과 특성", 서울도시연구, 14(1), pp.237~252 (2013), 서울연구원
- 김시원, "국내 항공사 브랜드자산 측정 연구 : Brand Asset Valuator Model 활용", 석사, 관광경영학과, pp.2014
- 도시관광 진흥방안 연구, "김향자", 한국관광연구원, ~ (2000)
- 김형길, "관광도시브랜드 속성의 관광도시브랜드개성,관계품질, 충성도에 미치는 영향", 관광레저연구, 21(2), pp.203~222 (2009), (사)한국관광레저학회
- 박석희, "남한산성과 그 주변의 문화관광벨트 구축방안", 경기도 광주군 남한산성개발을 위한 세미나 (1997)
- 박찬수, "브랜드자산의 개념과 측정방법, 마케팅 신조류" (1995), 경문사
- 서울시 관광개발 기본계획 방향 연구, "서울시정개발연구원", 서울시, ~ (1995)
- 서울시 권역별 관광개발계획 연구, "서울시정개발연구원", 서울시, ~ (2005)
- 서희정, "프로축구의 브랜드자산 구성요소가 브랜드충성도에 미치는 영향", 박사, 체육학, pp.2005
- 심창섭, "도시관광에서의 진정성 개념에 관한 탐색적 고찰", 관광연구논총, 24(3), pp.33~56 (2012), 관광연구소
- 양승희, "도시관광 이미지 요소가 외래관광객 선택행동에 미치는 영향 연구", 박사, 관광경영학, pp.2010
- 오충원, "서울시 외국인 관광객 분포 특성의 GIS 공간통계분석", 인문학연구, 13, pp.225~247 (2008)
- 윤경구, "Aaker, Keller, Kapferer: Brand Workshop" (2009), 유나이티드북스
- 윤태환, "BPS를 이용한 관광목적지 브랜드 평가척도의 개발 - 도시브랜드를 대상으로 -", 관광학연구, 33(6), pp.261~279 (2009), 한국관광학회
- 이금실, "문화유산 관광도시의 브랜드 개성이 방문객 만족도 및 추천의도에 미치는 영향 - 세계 문화유산 등재 지역 안동시를 대상으로 -", 관광연구, 27(1), pp.213~230 (2012), 대한관광경영학회[DOI]
- 이재곤, "도시관광 외래관광객의 언어권에 따른 정서적 이미지가 방문만족 및 재방문의도에 미치는 영향", 관광경영연구, 16(2), pp.157~183 (2012), 관광경영학회[DOI]
- 이태신, "체육학대사전" (2000), 민중서관
- 이태희, "한국 관광목적지 브랜드 창출을 위한 브랜드 지수 평가에 관한 연구", 관광학연구, 25(3), pp.171~192 (2001)
- 이희복, "도시브랜드 슬로건의 브랜드 개성 - 우리나라 7대 도시 분석을 중심으로", 광고연구, (93), pp.5~28 (2012), 한국광고홍보학회[DOI]
- 이희복, "한국과 미국의 도시 브랜드 슬로건 비교", GRI연구논총, 15(2), pp.29~53 (2013), 경기개발연구원
- 하우동설, "교육학용어사전" (1995), 서울대학교 교육연구소
- 허일병, "브랜드 가치 확립을 위한 패키지 디자인 전략에 관한 연구 : BAV 모델에 의한 패키지디자인 사례를 중심으로", 석사, 미술학, pp.2007
- Aaker, D. A, "Managing Brand Equity: Capitalizing on the Value of a Brand Name" (1991), The Free Press
- Aaker, D. A, "Building Strong Brands" (1996), Free Press
- Agres, S. J., "Changing Needs for Brands", Journal of Advertising Research, 36(1), pp.21~30 (1996)
- Ali, S. E, "Image Branding of Locally Manufactured Automobiles", Market Forces, 3(1) (2007)
- Ashworth, G., "Urban tourism research: Recent progress and current paradoxes", Tourism Management, 32, pp.1~15 (2011)
- Edwards, D., "Urban tourism research: Developling an agenda", Annals (2008)
- Gerzema, J., "Measuring the Contributions of Brand to Shareholder", Journal of Applied Corporate Finance, 21(4) (2009)
- Gerzema, J., "Energy: Igniting Brands to Drive Enterprise Value", International Journal of Market Research (2007)
- Green. J., "First step in validating Young and Rubicam's Brand Asset Valuator Model use in small liberral arts college environments", Proceedings of ICERI2010 Conference. 15th-17th NOV, pp.1646~1658 (2010)
- Keller, K. L, "Conceptualizing, Measuring and Managing Customer-Based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
- Khan, B. M., "Operationalising Young and Rubicam's BAV as a consumer-based brand equity measure", J. International Business and Entrepreneurship Development, 4(4), pp.314~333 (2009)
- Lassar, W, "Measuring Customer-Based Brand Equity", Journal of Customer Marketing, 12(4) (1995)
- Larkin, Y, "Brand Perception, Cash Flow Stability, and Financial Policy", Journal of Financial Economics, 110, pp.232~253 (2013)
- Lebar, Ed., "Brand Equity Implications of Joint Branding Programs", Journal of Advertising Research, 45(4), pp.413~425 (2005)
- Marketing Science Institute, "Defining and Applying the Brand Equity Concept: Why the Researcher Should Care", Journal of Advertising Research, 30(3) (1989)
- Mizik, N., "The Financial Value Impact of Perceptual Brand Attributes", Journal of Marketing Research, 45, pp.15~32 (2008)
- Mizik, N, "Valuing Branded Businesses", American Marketing Association, 73, pp.137~153 (2009)
- Stahl, F., "The Impact of Brand Equity on Customer Acquisition, Retention and Profit Margin", Journal of Marketing, 76, pp.44~63 (2012)
- Page, S. J, "Leisure" (2010), Pearson Education
- Yovovich, B. G., "The Bottom Line on Brand Equity", AIM. 3. Neelsen, ~ (1991)