제주지역 관광세분시장별 관광목적지 마케팅 전략에 관한 연구

Destination Marketing Strategy of Jeju by Market Segmentation: A Focus on the Brand Equity

This paper was to theoretically examine core constructs of destination brand management such as destination brand equity, destination preference, and destination loyalty, and to empirically test the structural relationship between the identified constructs. For this purpose, data were collected from 949 domestic and foreign tourists who visited Jeju in 2008 from major segmented markets(Korea, Japan, China and United States and Europe). Results showed that all the three dimensions of destination brand equity significantly impacted destination preference. Also, in turn, the destination preference influenced destination loyalty. Results also indicated that out of the three dimensions of brand equity, perceived quality of the destination brand was most likely to impact on the destination preference. Finally, while all the paths of the model were statistically significant among the domestic tourists, the path from destination brand image to the destination preference was not significant among the foreign tourists.