리조트 브랜드 경쟁력 지수 평가에 관한 연구

Competitive Power Index Evaluation of Resort Brands

This study is to suggest ideas through comparative analysis among competitive resort brands. To this end, ‘Brand Asset Components’ were applied and ‘Brand Competitive Power Index’ was evaluated based on the ‘Brand Asset Components’. 8 Korean comprehensive resorts were surveyed. Evaluation elements include brand recognition, brand personality, price premium, brand preference, leadership/popularity, recognized value and satisfaction/royalty. The result shows brand personality is the most important factor. In particular, resort visitors think ‘event program’ such as access to resort and neighboring sightseeing important.