여행 브랜드의 Masstige 전략에 관한 연구

Nowadays, quite a few consumers tend to purchase brand without understanding the detailed functions and characteristics of the product itself. So identifying travel consumers' brand awareness and resulting in the influential elements for developing masstige products can make it possible to strengthen the competitiveness of travel brand. For this purpose, this study, recognizing the necessity of luxury travel brand, aims at developing the scales measuring the concept of travel brand masstige. Interviews of travel consumers and travel professionals, and previous studies on masstige were used to develop scales for measuring masstige of travel brand. And we derived the final 29 items by the refining process. Through the results of exploratory factor analysis and reliability analysis, 6 factors and 25 items were derived. To facilitate the analysis and measurement of travel brand, 6 factors were named as follows. Factor 1 with 4 items was named 'loyalty', factor 2 with 5items, 'premium', factor 3 with 4 items, 'charisma' factor 4 with 4 items, 'value' factor 5 with 5 items, 'presstige', and factor 6 with 3items, 'image'. This study compared the competitiveness and characteristics between travel brands by using the concept of masstige, after which the methods to strengthen the competitiveness of travel brand are to be derived using IPA matrix.