산업관광과 지역브랜드 자산의 관계

The Relationship Between Industrial Tourism and Regional Brand Equity: A Focus on the Vernacular Industry of Jeonbuk Province

This study explored the impact of tourists' satisfaction on industrial tourism products in a local province on their attitude toward product brand equity and regional brand equity. Data were collected from 283 tourists at two villages(i.e., Sunchang and Imsil) in Jeonbuk province. Results showed that tourists' level of satisfaction on the industrial tourism products were positively associated with their attitude toward product brand equity and regional brand equity. In particular, two of the three dimensions of satisfaction(i.e., evaluative and practical factors) tended to impact on the product and regional brand equity. Results also indicated that the tourists's attitude toward the brand equity of the products has a positive effect on regional brand equity. Findings of this study suggests that industrial tourism could contributes to development of regional economy and regional identity when it joins vernacular industry.