도시관광 방문동기 및 도시관광 이미지의 포지셔닝 분석- 대구광역시 및 대구광역시 소재 5곳을 중심으로 -

The purpose of this study was to identify the similarities and differences between a city's image and destinations' images through the multidimensional scaling. The survey was undertaken for two days period during October of 2012 in Daegu city. Three hundred sixty nine respondents were selected and invited to participated in this study. Results from this study found significant differences between Daegu city images based on visitor's motivations. This study also indicated that there are strong similarities between Daegu city images and stadium images. On the other hand, there are poor similarities between Daegu city images and Dalsung park images. Finally, Palgong mountain, Suseong pond, Modern byway had strong competiveness based on three factors of tourism images. There are some theoretical implications that must be considered when interpreting the results. First, this study supports evidence for measuring similarities between city images and tourism destination images. Second, findings of this study provides a variety of temporary events and attractive marketing strategies with the changes of stadium images. Additionally, the findings from this study may be implemented into a professional practice in the following way. Tourism marketers or planners need to consider the development of effective program contents or services for promoting Dalsung park. Local authorities, residents, organizations are necessary to improve the quality of participation programs and event performance through the partnerships with travel and tourism industry.