Competitive Power Index Evaluation of Resort Brands (리조트 브랜드 경쟁력 지수 평가에 관한 연구)

Tae-Hee Lee (이태희); seo jung won (서정원)

Competitive Power Index Evaluation of Resort Brands

Journal of Tourism Sciences
Abbr : JTS
2008, 32(1), pp.97-118
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Tae-Hee Lee ¹, seo jung won ²

¹경희대학교
²대림대학교

Accredited

ABSTRACT

This study is to suggest ideas through comparative analysis among competitive resort brands. To this end, ‘Brand Asset Components’ were applied and ‘Brand Competitive Power Index’ was evaluated based on the ‘Brand Asset Components’. 8 Korean comprehensive resorts were surveyed. Evaluation elements include brand recognition, brand personality, price premium, brand preference, leadership/popularity, recognized value and satisfaction/royalty. The result shows brand personality is the most important factor. In particular, resort visitors think ‘event program’ such as access to resort and neighboring sightseeing important.

KEYWORDS

Resort brand, Brand competitive power index

Citation status

* References for papers published after 2023 are currently being built.

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Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7