관광목적지 브랜드 개성 척도의 적용

Application of Brand Personality Scale to Tourism Destination: Gyeongju and Jeju

This study was to measure the brand personality of two popular Korean tourism destinations: Gyeongju and Jeju. To date, few researches have attempted to test the relevance of brand personality scale to a tourism destination. Using the TDBPS(Tourism Destination Brand Personality Scale) developed only for measuring the brand personality of a tourism destination, this study validated the TDBPS and identified differences of the factor structures between the two destinations. Data were collected from 316 people at Seoul Station and Gimpo Airport in 2008. Results revealed that each tourism destination had its own factors of brand personality. The study could make contributions to the field of destination marketing by emphasizing the importance of different tourism destination branding at different stages of tourism development and operation.