여행사 브랜드자산이 경쟁전략과 경영성과에 미치는 영향

Effects of Brand Equity on Competitive Strategy and Business Performance in Travel Agent

This study analyzed effects that brand equity of travel agent influence to competitive strategy and business performance in the travel market. Four research hypothesis based on the literature review were suggested, and the empirical analysis was carried through the statistical method by SPSS(10.0), and three important facts were deduced as a result. First, the more brand equity of travel agent is valuable, the travel agent utilizes differentiation strategy among type of strategies. But though brand equity of travel agent is not valuable, the travel agent don't utilize cost leadership strategy. Second, all composition factors in brand equity of travel agent that is formed as brand image, perceived quality, brand trust, brand loyalty influence to total business performance. Also They influence to consumer satisfaction, employee satisfaction, financial performance among total business performance. Third, only differentiation strategy by valuable brand equity of travel agent influences to business performance. But cost leadership strategy by not valuable brand equity of travel agent don't influence to business performance. In conclusion, travel agent must to develop and manage about variables of composition factors in brand equity minutely, and to survey and analyze about influence relation among composition factors in brand equity continuously. As well as it is necessary to create brand loyalty through elevation of perceived quality about travel goods and service, and strengthening of brand trust about travel goods and company. For the more business performance, travel agent must to unfold market-oriented differentiation strategy.