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[김철원] 컨벤션 개최지의 도시브랜드 개성에 관한 비교연구: 서울, 부산, 베이징, 상하이를 중심으로 |
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논문명 |
컨벤션 개최지의 도시브랜드 개성에 관한 비교연구: 서울, 부산, 베이징, 상하이를 중심으로 |
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저자(참여연구원명) |
김철원 |
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게재지명 |
관광레저연구 |
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핵심어 |
컨벤션 개최지(convention destination), 도시브랜드(city brand), 브랜드 개성(brand personality)
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초록 |
The purpose of this study is to compare the city brand personality for convention destination, focusing on Seoul, Busan, Beijing and Shanghai. Few researches have attempted to measure the brand personality scale for a tourism destination. However most researches have used the BPS originally developed for consumer goods. But this study used the BPS for convention destination to measure and compare the 4 cities' brand personality. The study could make contribution to the field of convention destination marketing by offering evidence of different personalities among 4 cities, as well as practical convention marketing in the light of exploring strategy for the sustainable competitive advantage.
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