중국 청도 관광이미지에 관한 연구

A Study on the Tourism image in Qingdao, China

The purpose of this research lies in the presentation of the suggestions that can be of help to the Qingdao City in advancing as a competitive tourism city in Asia by attracting even more tourists through a research on the image of the tourism of the Qingdao City in China. In order to accomplish the purpose of the research, the main tourist destinations in the Qingdao City in China were limited with the area ranges, a questionnaire survey investigation was carried out for around one month from April 1, 2017 until April 30, 2017 with the foreign tourists from Korea, Europe, the Americas, and Japan who visited the tourist destination of the Qingdao City as the subjects. And, in the analysis, the final 336 copies were utilized. For the empirical analyses, the SPSS 18.0 for Windows and the AMOS 18.0 statistical package programs were utilized. And, for the data analyses, the descriptive statistical analysis, the multivariate statistical analysis, the distribution structure model analysis, etc. were carried out. The main results, the suggestions, and the limitations of the research are the following: First, the cognitive image affects emotional image, perceived value, and brand equity. Second, emotional image influenced perceived value and brand equity. Third, perceived value has an effect on loyalty. Fourth, brand equity affects loyalty.