都市 테마파크의 캐릭터이미지가 全般的이미지 및 滿足에 미치는 影響

Effects of Theme Park Character Image on Overall Image and Satisfaction: Focused on L Theme Park in Seoul

The aim of this paper is to identify any causal relationships between character images for an urban theme park and the overall image of the theme park and visitor satisfaction. Factor analysis was classified into the cognitive image of a character and the affective image of a character based on the findings of this study. The cognitive and affective images of the character had significantly positive impacts on the overall image of the theme park. The overall image of the theme park had a significantly positive impact on visitor satisfaction. The findings suggest that urban governments should harmonize the city's image and the theme park's image for city marketing. A point of corporation's view, they have to develop a theme park's characters to reflect the corporation's identification and implement strategies to promote their corporate image.