Abstract
The purpose of the study was to establish relations among brand personality and brand image of a ski resort and customer attitudes. Especially, the necessity of the study was to suggest a reasonable alternative for brand management of a ski resort by establishing brand construction and value creation of a ski resort for experience and tourism at once out of winter sports and relations among brand personality and image and consumer attitudes. The study represented an adult population who visited P Ski Resort in Gangwondo and selected the total 450 persons with convenience sampling. And the study distributed questionnaires to them and 416 (92.4%) copies were applied. The study carried out frequency analysis, correlations analysis, exploratory factor analysis, confirmatory factor analysis and multiple regression analysis with PASW Statistics 18 and AMOS 6.0 Program. Through the above research methods and procedures, the results of the study were as follows. First, brand personality had an effect on utility image. Second, brand personality had an effect on regionality image. Third, brand personality had an effect on consumer attitudes. Fourth, brand image had an effect on consumer attitudes. Conclusively, it was regarded that brand mad an important value as much as goods. A brand kept in people`s mind, not a vague brand image, was meaningful in the side of leading consumer`s behaviors by increasing goods value.
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