デスティネーション・ブランド・エクイティの構造モデルにおけるデスティネーション・ブランド・エクスペリエンスの調節効果

抄録

This study has the question of how the evaluation of brand equity for tourist destinations changes depending on the evaluation of tourist experiences. For the research purpose, we proposed six research hypotheses and analyzed 883 data from Seoul and Jeju, Korea. As a result of the analysis, it was found that the destination brand image and the destination brand quality changed significantly depending on the level of destination brand experience in destination brand trust. However, the causal relationship regarding “Destination Brand Equity Structure” was higher in the lower group than in the higher group with experience evaluation of tourism behavior at the destination. Therefore, regarding the direction of the moderating effect by the destination brand experience, subsequent study will be required in consideration of environmental factors surrounding tourists such as tourist characteristics and basic information.