[논문]농촌지역의 팸투어 체험이 브랜드자산 및 재방문의도에 미치는 영향

권기대

doi:10.14400/jdc.2022.20.2.191

농촌지역의 팸투어 체험이 브랜드자산 및 재방문의도에 미치는 영향
The Effect of Fam Tour Experience on Brand Equity and Revisit Intention in Rural Area 원문보기

디지털융복합연구 = Journal of digital convergence, v.20 no.2, 2022년, pp.191 - 202

권기대 (국립공주대학교 산업유통학과)

초록
AI-Helper

본 연구는 우리나라 농촌지역을 대상으로 팸투어의 체험활동이 브랜드자산 및 재방문의도에 미치는 영향을 분석한다. 이론적 배경 및 선행연구 하에 연구가설을 설정하였다. 가설 1의 '팸투어의 체험(감성, 관계, 감각, 인지, 행동)은 브랜드자산(인지도, 이미지, 지각된 품질, 충성도, 독점적 자산)에 정(+)의 영향을 미칠 것이다' 그리고 가설 2의 '브랜드 자산은 재방문의도에 통계적으로 정(+)의 영향을 미칠 것이다'라고 설정하였다. 검증은 수도권 대학생 MZ세대들로부터 362개의 설문을 회수·통계 분석하였다. 분석결과는 첫째, 가설 1-1에서 농촌지역의 팸투어 체험(감성, 관계, 행동)은 인지도에 정(+)의 영향을, 가설 1-2에서 팸투어 체험(관계, 감각, 인지)은 이미지에 정(+)의 영향을, 가설 1-3에서 팸투어 체험(감성, 관계, 감각, 인지, 행동)은 지각된 품질에 정(+)의 영향을, 가설 1-4에서 팸투어 체험(감각, 행동)은 충성도에 정(+)의 영향을, 가설 1-5에서 팸투어 체험(감성, 관계, 감각, 인지)은 독점적 자산에 정(+)의 영향을 미쳤다. 가설 2의 농촌지역 팸투어의 브랜드자산(인지도, 품질, 충성, 독점적 자산)은 재방문의도에 유의한 관계로 확인되었다. 농촌의 팸투어 체험은 다양하고, 실질적인 도움을 제공해야 비로소 성공할 수 있음을 시사한다.

Abstract ▼ AI-Helper

This study is about the effect of experience activities of fam tours in Korea on brand assets and revisit intention to revisit. In other words, the fam tour experience(feel, relate, sense, think, act) in research hypothesis 1 will have a positive (+) influence on brand assets(recognition, image, perceived quality, loyalty, and exclusive assets). In addition, it was set that the brand asset in Hypothesis 2 would have a positive (+) significant effect on the revisit intention. To verify this, 362 questionnaires were collected from MZ households in the metropolitan area and statistical analysis was conducted. The analysis results are as follows. First, in Hypothesis 1-1, the fam tour experience (feel, relate, act) has a positive (+) effect on awareness, In Hypothesis 1-2, the fam tour experience (relate, sense, think) has the effect of positive (+) on the image, In Hypothesis 1-3, the fam tour experience (feel, relate, sense, think, act) is the influence of perceived quality, In Hypothesis 1-4, the fam tour experience(sense, act) has a positive effect on loyalty, In Hypothesis 1-5, the fam tour experience (feel, relate, sense, think) had a positive (+) effect on exclusive assets. The brand assets(awareness, image, quality, loyalty, and exclusive assets) of the rural fam tour in Hypothesis 2 were significant for revisit intention.

주제어

표/그림 (11)

그림 Fig. 1. Research model
표 Table 1. Operational definition of major variables
표 Table 2. Reliability analysis results for variables
표 Table 3. Exploratory factor analysis of variables
표 Table 4. Technical statistics and correlation analysis results
표 Table 5. The result of regression analysis of the effect of fam tour experience on awareness
표 Table 6. The result of regression analysis of the effect of fam tour experience on image
표 Table 7. The result of regression analysis of the effect of fam tour experience on perceived quality
표 Table 8. The result of regression analysis of the effect of fam tour experience on brand loyalty
표 Table 9. The result of regression analysis of the effect of fam tour experience on exclusive equity
표 Table 10. The result of regression analysis of the effect of brand asset on revisit intention

참고문헌 (29)

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상세보기
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상세보기
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원문보기 상세보기
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상세보기
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상세보기
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상세보기
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상세보기
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원문보기 상세보기

표제어: PCR

동의어: Packet Collision Rate

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