도시브랜드 이미지가 소비자의 여행의도에 미치는 영향 -지각 가치 이론을 바탕으로 융합 연구-

Abstract

This study aims to provide a theoretical reference for city managers and designers of city brand images to improve city brand images in a more targeted way and increase consumers" travel intentions. Thus, it can seize the tourism market that is about to recover due to the arrival of the post-epidemic era. This study constructs an influence model of city brand image affecting consumers" travel intention by analyzing perceived value theory, cue utilization theory, brand memory theory, halo effect, and aesthetic response theory. The data were collected using questionnaires, and the validity of the hypotheses and models were verified using reliability, validating factor analysis, model validation, structural equation modeling, and Bootstrap. The results of this study are as follows, brand evaluation, brand communication, brand recognition, and brand aesthetics have a significant positive influence on perceived benefits and consumers" travel intention and a significant reverse influence on perceived risk. Perceived risk has a significant reverse influence on consumers" travel intention. Perceived benefits and perceived risks mediate between each brand dimension and consumers" travel intention.