관광스토리텔링 체험요소가 관광목적지 브랜드 가치인식과 러브마크에 미치는 영향

A Study on The effects of Storytelling experience on the awareness of the Brand value and Love Marks for Tourism Destination.

Emotional and authentic storytelling of for tourists is being considered as an effective way to appeal for tourists. This study empirically tested the relationship between the visitors' storytelling experience on a tourism destination and their awareness of the brand value and love mark for the destination. Data were collected from 455 tourists who had experiences of storytelling at four different tourism destinations in Korea(i.e.,Suwon Hwasung, Kyungbok Place, Bulguk Temple, and Namyi Island) from July to August 2010. Results showed that the respondents's awareness of tourism storytelling attributes were positively associated with their cognition of the travel destination brand value, and the destination's love mark. Results also indicated that the respondents awareness of the destinations' brand value were positively related to their evaluation of the love marks of the travel destinations. In conclusion, findings of this study might suggest a new insight into conceptualizing tourism storytelling and travel destination's love mark.