일본인 해외여행자의 관여수준에 따른 관광목적지 브랜드가치 비교

A Comparative Study on the Brand Value of Tourist Destinations - Based on the Level of Involvement -

Based on the level of Involvement in the Japanese outbound tourist market, analyzing the preference of tour destinations by different potential tourist groups and numerically grading the brand value of tourist destinations will greatly contribute toward understanding of the tourists’ selection of their destinations. Also, it will give guidance to efficient marketing strategy and public relations as well as adjust and improve the existing strategies. When the value of a tourist destination is numerically and reasonably evaluated as a unique brand, not only will it show the difference between tourist destinations but also reveal the various perceptions potential tourists have on tourist destinations, not to mention the reasons thereof. The objectives of this study are as follows. First, to develop a Japanese outbound tour destinations’ brand valuation method, in order to evaluate the tourist destination by it’s brand. Second, to perceive decisive factors of tour destinations’ brand value. Third, to determine whether different levels of involvement have significant effects in evaluating tourist destinations’ brand value, and to come up with suggestions for market subdivision. From the results of this study, 13 out of the 14 tourist destinations showed different brand values depending on the involvement. Furthermore, the high involvement group better perceived the tourist destinations’ brand values than the low involvement group when significant differences were shown in brand values.