관광이벤트의 체험이 목적지 브랜드 인지 및 태도에 미치는 영향

Effect of Tourism Event Experience on Tourism Destination Brand Awareness and Attitude

This study is conducted for the effective analysis and strategic utilization of tourism event. Concerning this research, authors have proceed structural approach of event attaching the importance of experience. The approach of tourism event experience applied Strategic Experiential Modules(SEMs) of Schmitt in which the strategy side is emphasized. To examine how the tourism event effect on the tourism destination, writers carried out the research attaching the importance to the brand equity of the tourism destination's which is related with the competitive power of tourism destination. In sum, the paper tries to investigate how the experience of tourism event effect on the brand equity of the tourism destination.