BPS를 이용한 관광목적지 브랜드 평가척도의 개발

Developing Tourism Destination Brand Scale Using the BPS: An Application to the City Brands

This study developed a tourism destination brand scale using the Brand Personality Scale(BPS). Based on the previous literature, in particular from Aaker's BPS, 29 items of destination brand personality scale was developed. Data used in the analysis were gathered from two metropolitan cities in Korea: Seoul and Busan. A total of 336 samples evaluated two city brands; Hi Seoul and Dynamic Busan. The findings revealed that destination brand personality was consisted of 3 dimensions such as sincerity, excitement, attractiveness. Results also showed that the 3 dimensional destination brand personality scale was reliable and valid. Furthermore, the respondents' level of awareness on the attractiveness and sincerity of a city brand made a positive impact on their intention to revisit and recommendation.