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Subject

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.

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UCI(KEPA) : I410-ECN-0101-2016-326-002108845