여행사 브랜드자산 구성요소의 영향관계

An Effect Relation among Component Factors of Travel Agency Brand Equity

This study analyzed the path and strength of the effect that brand awareness and perceived quality influence to brand association, and that brand association influences to brand attitude and brand loyalty, and that brand attitude influences to brand loyalty among component factors of travel agency brand equity through exploratory research. And research method applied covariance structure model analysis through LISREL(8.52). In conclusion, three important facts were deduced as a result of empirical study. First, component factors of travel agency brand equity are composed of multi-dimension, and they form the relation of cause and effect among them. This fact means that travel agency can establish marketing strategy easily, and that travel agency can take approach method to achieve marketing goals, and that travel agency can distribute limited marketing resources efficiently. Second, brand association is influenced by brand awareness and perceived quality, and perceived quality influences more than brand awareness. This fact means that travel agency plans and executes marketing mix such as advertising, publicity, distribution, promotion efficiently in the dimension of total marketing. Especially a travel agency has to minimize the gap between consumer's recognition and evaluation formed from consumption after choosing travel agency and tour programs actually about marketing mix contents that travel agency appeals to consumer. Also travel agency has to plan strategic alternatives to improve and to maintain perceived quality of consumer. Third, brand association influences to brand attitude and brand loyalty as well. In this relation, brand association influences to brand loyalty directly and influences to brand loyalty through path of brand attitude indirectly. But indirect effect appears more than direct effect. This fact means that development of brand association in travel agency and tour programs have to change more consumers-based side than the present.