Abstract
The study of destination from the brand equity point of view has appeared since the middle of 2000. In many cases, its theoretical foundation is based on the “Customer Based Brand Equity: CBBE”. This research is based on the following points, the critical mind that there is a need for comprehensive verification in various dimensions proposed by the previous studies using the CBBE theory, and the possibility of brand trust which has not been applied in the destination brand equity model. Upon examining the CBBE theory and the previous studies, the following six dimensions were proposed, brand awareness, brand image, brand quality, brand value, brand trust and brand loyalty. The possibility of its proposal was also verified by using statistical methods. The data of Japanese tourists, 337 people which had been to Seoul within this one year, was analyzed and the structural validity and reliability between the six dimensions were enough certified. Furthermore, the consequence between the six dimensions was also statistically significant.
