지역브랜드 슬로건과 관광지 브랜드자산 결합 모델링

초록

Destination brand marketing has been applied to nations, cities, and entire regions to attract tourists. The main purpose of this study is to analyse the phenomenon of destination branding by utilizing the slogans used to promote regional tourism. As a result of the analysis, the characteristics of destination brand slogan revealed four key factors: Distinctiveness, Conveyance, Interest, and Clear Direction. Next, the verification of destination brand slogan-destination brand equity linkage model revealed that slogans contribute to enhance destination brand awareness and brand image. Therefore, we recognize that distinct slogan of destination brand, based on region's assets and core values, is an important communication tool in promoting regional tourism.

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