슬로시티 브랜드 인지, 관광지 이미지, 충성도간의 구조적 관계 고찰

An Examination of the Structural Relationships among Brand Recognition, Destination Image and Destination Loyalty: A Case of the Slow City Chungsando Visitors

This study investigated the relationships among slow city brand recognition, destination image and destination royalty. Using self-reported survey, data were collected from the 208 visitors of Chungsando, a Slow City in Korea, on September 2009. Results of a structural equation model(SEM) analysis showed that the slow city brand recognition made a significant direct effect on the destination loyalty, while it did not make a significant impact both on the affective and overall destination image. Results also indicated that both the affective and overall destination image influenced significantly on the destination loyalty and that the affective destination image made the most significant impact on the overall destination image. Based on the finding of this study, several marketing implications also were discussed.