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ISSN : 1229-8778
In an effort to identify more effective marketing communication of a tourism destination, it appears to be critical to know how Korea is deemed as a destination, what are important attributes in a decision-making process as well as in regard to information acquisition dynamics such as direct experience and participation in marketing activities. In this context, brand image is an important component in consumer behavior studies as it is believed to affect consumers' perceptions and decision making. This study aims to examine the discrepancy between brand image and importance of tourism attributes by utilizing the importance-performance analysis, and familiarity as a reliable indicator of favorable images toward a specific brand for determining effective messages and channels. The findings demonstrate that safety, friendly locals and natural/cultural attributes are to be emphasized for the efficient allocation of marketing resources. And it also indicates that high familiarity to Korea through meeting and making friends of Koreans and engaging in Korean social groups contributes to a positive brand image toward a destination. The results will be conducive to shaping the means and the focal points for successful marketing communication planning.
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