해상케이블카 요인이 도시브랜드자산 및해양관광활성화에 미치는 영향에 관한 연구 1)

A Study on the Influence of the Cable Car Factors on Urban Brand Equity and Ocean Tourism Activation

This study seeks to analyze the effect of a marine cable car on the enhancement of city brand and marine tourism activity from the marine cable car customers perspective. This article attempts to approach the marine cable car s external factor in terms of symbolism on marine tourism city, fitness with urban environment, and differentiation against other marine tourism cities, separate and analyze the internal factor in view of the quality of marine cable car service, and systematically analyze the effect on city brand asset and marine tourism activation. This study covers a representative sample of customers who have used the domestic marine cable cars, such as Tongyeong, Yeosu, and Songdo marine cable cars. Therefore, for activating overall marine tourism and building city brand asset as a sightseeing city with a marine cable car, how the target city s sightseeing environment fits with the marine cable car needs to be a priority. Also, for the differentiation against existing marine cable car, the development of competitive advantage factor is vital.