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Relationship Attachment Factors for Place Marketing Effort in a Local Festival

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2005, 29(2), pp.255~276
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Hwang Yoon Yong 1

1조선대학교

Accredited

ABSTRACT

This work examines the relationship between consumer and place-brand for successful place marketing achievement, as well as examining relationship with brand community as a factor of relationship attachment. Author also examined the effect and resultant factors of place-brand community with seven dimensions of consumer-brand relationship using Fournier’s study. The empirical results showed that the quality relationship between consumer and place-brand had an impact on satisfaction level and loyalty to the place-brand, while emotional dimensions such as love, passion and nostalgia had a direct effect. Other dimensions of relationship quality had shown an indirect effect on the consumers’ satisfaction and loyalty through place-brand community.

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CC BY 아이콘

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This paper was written with support from the National Research Foundation of Korea.
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