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The Influence Relations between the Destination Awareness, Destination Image and Intention to Visit through BPL as a Strategy of Culture Marketing
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문화마케팅 전략으로서의 BPL을 통한 관광지인지도와 관광지이미지, 방문의도 간 영향관계

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Type
Academic journal
Author
Journal
Tourism Research Institute Hanyang University Journal of Tourism Studies Vol.23 No.1 KCI Accredited Journals
Published
2011.3
Pages
3 - 26 (24page)

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The Influence Relations between the Destination Awareness, Destination Image and Intention to Visit through BPL as a Strategy of Culture Marketing
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In order to fulfill the cultural desire of modern consumer, the service oriented company has touched the consumer through the media, "culture". The BPL is a type of culture marketing which appeals with the culture and art, and in this study efforts have been made to look into the BPL as a marketing communication through influence relations analysis between the destination awareness, destination image and intention to visit through image product BPL. As a result of analysis it is shown that the destination awareness through BPL has influenced positively on all of the factors(regionality/activity point/ attractive point)of destination image. Also it is shown that the destination image created through image product BPL has influenced positively on the intention to visit. In addition it is shown that the contents which influenced the most on the destination awareness was the drama. It was possible to find out that the image product BPL is not only an way to promote an destination awareness but also enhance its image, and an effective way to influence on the visiting intention of the potential tourists.
#Culture Marketing #BPL #Brand Placement #Destination Awareness #Destination Image #Intention to Visit #문화마케팅 #관광지인지도 #관광지이미지 #방문의도

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References (75)

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고동우 / 2007 / 관광지의인화 수준이 관광목적지 선택에 미치는 영향 / 관광학연구 31(1):181~202 dbpia 고재용 / 2008 / 지방자치단체 간접광고의 브랜드 인지도, 이미지, 선호도와 충성도에 관한 연구 / 호텔관광연구 10(4):277~290 dbpia 권유홍 / 2005 / TV 드라마가 관광목적지 이미지 형성에 미치는 영향: 드라마에 대한 감정반응 및 태도를 중심으로 / 관광학연구 28(4):335~356 dbpia 김명희 / 2007 / 한류가 한국관광지 이미지, 관광객 만족과 행동의도에 미치는 영향 / 관광연구 22(3):359~380 google schola 김봉현 / 2005 / TV프로그램 내 간접광고로서의 PPL 운용 및 규제에 관한 소비자 인식조사연구 / 광고학연구 16(2):233~261 dbpia

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