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The Influence of the Brand Personality of Jeju Island Cultural Contents on the Tourism Satisfaction, Recommendation Intention, and Revisit Intention

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 63(), pp.161-172
  • DOI : 10.25111/jcd.2018.63.12
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : March 5, 2018
  • Accepted : April 23, 2018

Kim, Ji-soo 1 KIM JONG MOO I 2

1단국대학교 방송영상미디어학과
2단국대학교

Accredited

ABSTRACT

In this thesis, the theoretical background of the cultural heritage of Jeju Island, kind of cultural contents, brand individuality, tourism satisfaction, recommendation intention, and revisit intention was examined through the precedent thesis, and the theory necessary for this study was arranged. In the theoretical background, Jeju Island cultural contents were set as the ‘natural landscape’, ‘experience facility’, and ‘specialized street’, and the brand individuality of Jeju Island cultural contents was set as the ‘traditionality’, ‘dynamics’, and ‘innovativeness’, and the effect of the brand individuality of Jeju Island cultural contents on the tourism satisfaction, recommendation intention, and revisit intention through a survey targeting 204 tourists who visited Jeju Island. According to the study, first, it was confirmed that three factors: ‘traditionality’, ‘dynamics’, and ‘innovativeness’ were the brand individuality of Jeju Island cultural contents. Second, it was confirmed that ‘traditionality’, ‘dynamics’, and ‘innovativeness’, brand individuality factors of Jeju Island cultural contents, let tourists want to recommend Jeju to their acquaintances or visit Jeju again. Third, it was confirmed the ‘traditionality’ among 3 factors: ‘traditionality’, ‘dynamics’, and ‘innovativeness’, brand individuality factors of Jeju Island cultural contents, had the biggest effect on the tourism satisfaction, recommendation intention, and revisit intention. This result will be basic materials for understanding Jeju cultural contents brand personality and the attitude of tourists.

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