도시 브랜드 개성에 대한 이미지, 관광 만족도가 재방문 의도에 미치는 영향: 대전광역시를 중심으로

초록

Purpose - This study aims to verify the relationship between city brand personality, image, tourism satisfaction, and revisit intention in the Daejeon Metropolitan City. Design, data, methodology - The survey was conducted among 272 visitors who visited the Daejeon Metropolitan City within 2 years. The data underwent factor and correlation analysis, and structural equation model analysis utilizing SPSS and AMOS. Results – First, dynamics brand personality had a significant effect only on geographic images and had no effect on social and emotional images. Second, playfulness did not exert a statistically significant influence on emotional images, while it was explained that it had a significant negative effect on social and geographic images. Third, entertainment had a significant effect on social and emotional images and did not affect geographic images. Fourth, only sophistication affects all images. Fifth, in terms of the image of Daejeon Metropolitan City on tourism satisfaction, it was verified that the relationship with tourism satisfaction was established in all images, and finally, tourism satisfaction had a positive significant effect on revisit intention. Conclusions – The theoretical and practical implications are discussed.

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