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A Study on the Relationship among Jecheon City Brand Equity, City Reputation and Travel Intention : Focusing on University Students

제천시 도시브랜드 자산과 도시평판, 관광의도와의 관계 연구 -대학생을 중심으로-

Moon, Hyo-Jin
문효진

  • Received : 2019.01.25
  • Accepted : 2019.02.21
  • Published : 2019.03.28

Abstract

Effective city brand management provides a variety benefits to the city. The city with brand equity can motivate their customers to visit the city regularly, and it can also affect their recommendation as an attractive tourist destination. This study aims to explore the concept of city brand equity and city reputation as a way to attract domestic and foreign tourists at a time when local governments are interested in and working to strengthen them. Research has shown that the city brand equity can have a positive impact on improving the city's reputation, and that the city brand equity can have a positive impact on travel intention as well. Furthermore, in relation to the city brand assets, the city reputation, and travel intention, it has been confirmed that the city brand equity has a direct effect on the travel intentions and that the city brand equity has an indirect effect on travel intention through the medium of the city reputation. It can be seen that cities should strive to manage the first and second city brand as a way to attract tourists.

Keywords

City Brand;Brand Equity;City Reputation;Travel Intention;Jecheon City