본문 바로가기
  • Home

The Effects of Tourism Destination Brand Equity and Place Attachment on Perceived Fit and Behavioral Intention: Focused on the Gangwon MICE Industry

LEE, JIWON 1 Dohhee Kim 2

1한림대학교 경영학과 컨벤션관광전공
2한림대학교

Excellent Accredited

ABSTRACT

This study examines how Gangwon-do secures its competitive position through the cultivation of brand equity as a MICE destination by investigating the relationship between the tourism experience, tourism destination brand equity, place attachment, and behavioral intention, while adopting perceived fit based on the theoretical background of “brand extension.” The findings show that visitors’ tourism experience had a positive effect on tourism destination brand equity and place attachment, and that tourism destination brand equity had a positive influence on place attachment. In addition, tourism destination brand equity and place attachment had a positive effect on perceived fit, but both elements indirectly influenced behavioral intention by fully mediating perceived fit. These results suggest that effective brand equity management at a tourism destination can improve a MICE destination’s positive image. The results also emphasize the need to manage tourism resources that are replaceable and complementary to distribute MICE resources given that perceived fit is the essential mediating factor.

Citation status

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