Abstract
Within the brand extension perspective, this study aims to examine how the destination brand personality of Jeju Island and UNESCO World Heritage Sites can influence the destination brand value employing the perceived brand fit concept. This study measured eight dimensions of brand personalities of Jeju Island and UNESCO World Heritage Site, and four dimensions of brand equity to measure the brand value of Jeju Island. Based on the previous research on brand equity, the components of brand equity were divided into (1) brand equity and (2) brand loyalty. The survey was conducted on tourists from the West which in this study justified being a new potential target market of Jeju Island. The findings of this study showed that ‘sophisticate’ and ‘peacefulness’ of personality fit difference between the Jeju Island and UNESCO World Heritage Sites personality have a positive relationship to the overall perceived brand fit, while ‘uniqueness’ has a negative relationship. Furthermore, the overall perceived brand fit was found to have a significant relationship with all brand equity components and only brand awareness and brand image have a significant relationship with brand loyalty.
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