Abstract
This study examines how Gangwon-do secures its competitive position through the cultivation of brand equity as a MICE destination by investigating the relationship between the tourism experience, tourism destination brand equity, place attachment, and behavioral intention, while adopting perceived fit based on the theoretical background of “brand extension.” The findings show that visitors’ tourism experience had a positive effect on tourism destination brand equity and place attachment, and that tourism destination brand equity had a positive influence on place attachment. In addition, tourism destination brand equity and place attachment had a positive effect on perceived fit, but both elements indirectly influenced behavioral intention by fully mediating perceived fit. These results suggest that effective brand equity management at a tourism destination can improve a MICE destination’s positive image. The results also emphasize the need to manage tourism resources that are replaceable and complementary to distribute MICE resources given that perceived fit is the essential mediating factor.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
