해양관광지 브랜드개성 측정에 관한 연구

Abstract

Developing a Scale of Brand Personality for Marine Tourism Destination

Han, Kyung

Department of Business Administration Graduate School of Pukyong National University

Abstract

The purpose of this study is to develop a Brand Personality Scale for Marine Tourism Destination. In order to achieve this purpose, first, used factor analysis for J.Aaker's Brand Personality Scale which are well known for general product's brand personality scale and found the 24 scales are suitable for Marine Tourism Destination . Second, adopt three different Qualitative Research method such as FGI, Ethnographic Interview and ZMET( Zaltman's Methaphor Elicitation Technique) and try to find the additional personality scale which are suitable for Marine Tourism Destination and also are not described in J.Aaker's Brand Personality Scale and initially, 453 terms for Marine Tourism Destination's personality has been elicited and by processing 3 steps of different sorting method and also verifying the content validity, finally 12 scales were elicited from Qualitative studies To verifying the Reliability and different Validity such as Convergent Validity and Discriminant Validity, tested with 394 samples in different regions(Seoul, Gyeonggi, Busan, Others) as well as Exploratory Factor Analysis for 36 scales which obtained from the results of Quantitative and Qualitative studies. To verifying more accurate Validity, adopt the Confirmatory Factor Analysis and finally, 19 items were selected through measurement verification of goodness of fits to the data, indicating that =307.806, df=133(p=0.000), GFI=0.924, AGFI=0.892, NFI= 0.909, CFI=0.946, RMSEA=0.058 and again verifying the Convergent Validity and Discriminant Validity based on the standards which suggested by Fornell and Larker(1981) and Fornell et al (1982) with Andersen and Gerbing (1988). This study shows somewhat different conclusion from J.Aaker's Brand Personality Scale and specially four factors are similar with J.Aaker's but one factor is quite different from J.Aaker's. This study makes contribution to academic achievement of Marine Tourism Destination as well as practical Marine Tourism marketing in related with its development and also marketing strategy. However, this study has some limitations as there are many unsolved issues of definition for Marine Tourism Destination and therefore, the results can be different depend on how define the Marine Tourism Destination and also there can be some bias to collecting and interpreting the Qualitative data due to unskilled Qualitative research methods. To overcome these problems, continuous empirical research are required.