관광목적지 이미지와 관광객 태도가 브랜드 인식 및 브랜드 충성도 형성에 미치는 구조적 관계

A Study on the Structural Relationship between Destination Image and Tourist Attitude in the Formation of Brand Perception and Brand Loyalty

Purpose – This study aims to identify the structural relationship between destination image and tourist attitudes on brand perception and brand loyalty. Design/Methodology/Approach – To achieve this goal, both theoretical and empirical research were conducted. The theoretical research provided a foundation for understanding the key concepts of the study, while the measurement variables and empirical framework were designed to suit the specific research context. Based on these, questionnaires were developed to collect relevant data. The empirical research employed statistical software to analyze and interpret the results systematically. Findings – The structural relationship between destination image and tourist attitudes on brand perception and brand loyalty was established through five research hypotheses. While the verification results did not reveal a significant relationship between attitude and brand perception, all other hypotheses did demonstrate significant relationships. Research Implications – Ultimately, destination image reinforces positive perceptions through tourist attitudes, forming a structural relationship that leads to brand loyalty. Tourism authorities and marketers need to develop long-term strategies that not only encourage short-term visitation but also ensure that image management leads to enhanced loyalty. Ultimately, consistent storytelling, experiential marketing, and positive word-of-mouth management are more important than simple promotion. To increase return visits and recommendations, it is necessary to strengthen brand identity so that tourists can brand the destination.