Abstract
The purpose of this study was to identify the relationship between brand benefit, brand attachment, and brand loyalty. Based literature review, consumer’s brand benefit, attachment and loyalty were discussed. The empirical data were collected from 345 questionnaires of rural tourism destination visitors who participated in Gyeonggi-do. As the result of the study are as follow, it showed that symbolic benefits, functional benefits, and experiential benefits have a significant effect on brand attachment and brand loyalty. The academic product of the study is to suggest rural tourism brands to understand what brand benefits make the users perceived more attached and loyalty to the brand. Furthermore it could provide rural tourism marketers with a guideline to rural-tourism brand’s development and marketing strategy on business level. More theoretical and practical implication were discussed in the conclusion section.
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