ABSTRACT
A STUDY ON ENHANCEMENT OF BRAND EQUITY IN THE INTERNATIONAL ADVERTISING ON TOURISM PROMOTION OF KOREA
Sun-Young Yoon
Department of Tourism Management
The Graduate School of
Kyonggi University
As the competition among countries and regions grows fiercer along with a wider availability of choices by tourist for their travel destination under the booming of the tourism industry, countries and enterprises find it more difficult to effectively cope with the changing environment only with the existing facilities or effective use of resources, and differentiation of target markets or products. In the regard, advertising on tourism has become activated for nations as well as for enterprises as a means of tourism marketing.
Tourism advertising rapidly encompasses new mentality, technologies and approaches as with attributes in other ordinary advertising. However. modernization in market research and advertising technologies alone may only deliver information on tourism resources and services. This necessitates the formation of brand equity in advertising in aggressive and modern concepts.
The significance of brand become greater in a globalized world because
the companies with stronger brand power have far sharper competitive edge in exploring new overseas markets. By each industry, the brand significance was emphasized particularly in consumer goods where the purchasing cycle is relatively short.
Brand equity is highly recognized in advertising and marketing sectors, and is often mentioned as an urgent task in theoretical and practical aspects. However, the recent trend shows a conversion from the previous educational or theoretical attributes of the brand equity to more practical and concrete ones on how to establish a strong brand equity. In this sense, the study on attributes of brand equity affecting the international advertising on promoting tourism to Korea has become a very important area. Against this backdrop, studies and debates on attributes of brand equity in the international advertising on promoting tourism to Korea, as well as on evaluation method started. This study aims to identify problems and limitations that are under controversy, and to seek an objective way of evaluation.
Other studies on understanding relevance with post-purchase activities such as word of mouth, preference, and re-visit continue, and the identification of relevance to brand equity in tourism promotion of Korea will serve as useful materials in mapping out strategies for international advertising for tourism promotions of Korea. Based on these issues, this study will 1) identify the most appropriate evaluation method. 2) understand evaluation attributer of brand equity by reviewing previous studies on international advertising on tourism promotion of Korea, 3) find out relationship between attributes of brand equity and segmented market, 4) and understand relation between brand equity and the related concepts including re-visit intention, preference, and word of mouth effect.
다음 페이지로