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Impacts of Aesthetic Factors on Brand Image of a City

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(6), pp.35-58
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Kim, Hong-bumm 1 이재상 2 이정원 3

1세종대학교
2세종대학교
3한북대학교

Accredited

ABSTRACT

This study examined the impacts of a city's aesthetic factors on its brand image. Based on a review of related literature, six aesthetic factors of a city(traditional, architectural, scenic, artistic, display, and environmental) and three factors of a city brand image(clean, dynamic, unique) were developed. A total of 582 samples was collected from foreigners who have visited Seoul. Results showed that three aesthetic factors of the city of Seoul(i..e, architectural, scenic, and display) had significant influences on the clean image of the city. Results also illustrated that five aesthetic factors of Seoul(ie., traditional, scenic, artistic, display, and environmental) had significant impacts on the dynamic image of the city. However, only two aesthetic factors of the city of Seoul(i.e., architectural, artistic) made significant influences on the unique image of the city. Results of this study suggest that marketers should more concentrate on developing the uniqueness of Seoul for a better brand image of Seoul.

Citation status

* References for papers published after 2022 are currently being built.