관광목적지 슬로시티 브랜드 연상 특성이 브랜드 태도, 방문의도에 미치는 영향

The Effects of Slow City Brand Association Characteristic on Brand Attitude and Visit Intention

The Slow City is to protect the traditional culture and nature of a region for the community and next generation. From a tourism point of view, the Slow City may become a significant source of income in a town by heightening its brand value and attractiveness. This study is to verify the influence of Slow City brand association characteristic on potential tourists’ brand attitude and visit intention. Data were conveniently collected from 517 people at the Seoul and Busan railroad station on September 2009. Results from a structural equation model analysis showed that all the three dimensions of brand association characteristics(i.e., level of brand powerfulness, favor, uniqueness) made signifiant impact on the brand attitude. Results also demonstrated that the positive attitude and the powerfulness of the brand association might be the most powerful marketing methods to increase the possibility of the potential tourists’ direct visit to the Slow Cities in Korea.