관광목적지 브랜드자산에 관한 연구

A Study on Brand Equity for a Tourism Destination: Focused on Pyeongchang, the Venue for the 2018 Winter Olympics

The objective of this study is to establish marketing strategies that can strengthen the brand equity of Pyeongchang to secure its competitive advantage as a tourist spot, by empirically analyzing the effect relationship between components based on the hierarchy of effect after drawing components of brand equity out of the advanced researches. The results of the empirical analysis are like following. First, the brand awareness of tourist spots has positive(+) influence on perceived quality and brand image while the perceived quality of tourist spots has positive(+) influence on brand image. Second, the brand image and perceived quality of tourist spots have positive(+) influence on brand loyalty, which supports the results of many advanced researches. Contrary to the result of the advanced researches, this study dismissed Hypothesis 6(brand awareness→brand loyalty). The implication of this study includes that it is possible to strengthen the brand equity of tourist spots as a means to strengthen local competitiveness and vitalize local economy by developing and hosting festivals or mega-events suitable for each regional characteristics.