Abstract
The DMZ is a tourist attraction worthy of careful study due to its unique charm and potential to be an international tourist destination. For the survey, the respondents were selected among foreign tourists who have visited the DMZ. The survey was conducted for about 2 months from January 30, 2014 to March 30, 2014. Among the 500 distributed questionnaires, 420 copies were collected and 343 copies were used for the actual analysis. The analysis results are summarized as follows. Firstly, perceived quality had the most impact on place identity and dependence followed by brand loyalty, brand awareness. on the other hand brand associated image had no the effect on place identity. Secondly, perceived quality had the most impact on perceived risk followed by brand loyalty, brand awareness. on the other hand it was proven that the brand associated image had no effect on perceived risk. Finally, place dependence had the negative effect on perceived risk while place identity did not affect perceive risk.
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