CAJ | 학술논문

旅游目的地品牌资产逐渐成为学界关注的焦点，值得深入研究。该文基于已有研究成果，分析旅游目的地品牌资产与品牌知名度、品牌形象、品牌质量、品牌价值、品牌忠诚的结构关系，构建旅游目的地品牌资产驱动因素结构模型。以湖南省凤凰古城为案例，采用问卷调查法获得基础数据，分析发现：旅游目的地品牌知名度、品牌形象、品牌质量通过旅游目的地品牌价值与品牌忠诚对旅游目的地品牌资产产生显著影响，证实了旅游目的地品牌资产的二阶驱动因素模型。具体来看，旅游目的地品牌形象对品牌忠诚的影响最大，而旅游目的地品牌忠诚和品牌资产关联度最大。根据研究结论得到管理启示：第一，全面认识旅游目的地品牌资产的驱动因素，综合递增旅游目的地品牌资产。第二，着力突出旅游目的地品牌资产的核心要素，注重提升旅游目的地品牌形象。第三，认真建设旅游目的地品牌资产的关键内容．致力强化旅游目的地品牌忠诚。
여유목적지품패자산축점성위학계관주적초점，치득심입연구。해문기우이유연구성과，분석여유목적지품패자산여품패지명도、품패형상、품패질량、품패개치、품패충성적결구관계，구건여유목적지품패자산구동인소결구모형。이호남성봉황고성위안례，채용문권조사법획득기출수거，분석발현：여유목적지품패지명도、품패형상、품패질량통과여유목적지품패개치여품패충성대여유목적지품패자산산생현저영향，증실료여유목적지품패자산적이계구동인소모형。구체래간，여유목적지품패형상대품패충성적영향최대，이여유목적지품패충성화품패자산관련도최대。근거연구결론득도관리계시：제일，전면인식여유목적지품패자산적구동인소，종합체증여유목적지품패자산。제이，착력돌출여유목적지품패자산적핵심요소，주중제승여유목적지품패형상。제삼，인진건설여유목적지품패자산적관건내용．치력강화여유목적지품패충성。
Tourist destination brand equity is an increasingly pertinent topic, with considerable significance attached to its research. Researchers use mature theories and methods from the brand research field, combined with tourism destination brand features to conduct deep and systematic research and form a series of results. Based on existing research results, we analyse the relationship between tourist destination brand equity, tourism destination brand awareness, tourism destination brand image, tourism destination brand quality, tourism destination brand value and tourism destination brand loyalty and construct a tourism destination brand equity structure model. Fenghuang in Hunan Province, China is taken as a case study. We obtained considerable data from a domestic tourist questionnaire, using SPSS15.0 and AMOS7.0 software for data analysis. Results show that： tourism destination brand awareness, tourism destination brand image, and tourism destination brand quality have significant influence on tourism destination brand equity through tourism destination brand value and tourism destination brand loyalty. Tourism destination brand equity is confirmed as a second order model of driving factors. In detail, tourist destination brand image is the primary indirect antecedent variable of tourist destination brand equity, and has a significant positive impact on tourism destination brand value and tourism destination brand loyalty. Tourist destination brand loyalty has the largest correlation with tourism destination brand equity. The research conclusions provided managerial insights： first, the need to comprehensively understand the driving factors of tourist destination brand equity, and to increase tourism destination brand equity. Specifically, tourism destinations can invite celebrity endorsements and advertising in mainstream media to attract tourists. Through promotions such as event marketing they can also boost the visibility and reputation of the tourism destination in the public mind. Second, the need to focus on the outstanding tourist destination brand equity core elements and to emphasize improving the tourism destination brand image. This is achieved by marketing segmentation for tourists to receive the same image, thus positioning and shaping the appropriate purpose of brand image. It is necessary to promise or to imply to the tourists that visiting the destination will help them to achieve or produce strong self-image, thereby enhancing the tourists＇ self-esteem and sense of belonging. Third, the need to carefully construct the key points of the tourist destination brand equity and to strengthen the tourism destination brand loyalty. This includes, increasing investment in infrastructure improvements and the tourism environment, constructing competitive tourism products, and increasing attractive tourist activities, to continuously improve the quality of the tourism destination. Moreover, this includes strengthening the quality of service staff training and improving staff skills and service consciousness so staff members take the initiative to provide quality services to tourists. This strengthens tourist approval and perceived destination image, and increases tourism destination brand equity. This paper has some limitations. First, the study sample was relatively concentrated. Second, Fenghuang has tourism development specifics. Third, the obtained data are cross-sectional, belonging to the category of static study. These may greatly influence the study conclusions. We hope this research encourages future studies on tourism destination brand equity and tourism destination construction： both are particularly important to the development of Chinese tourism.