랜드마크 인지유형에 따른 도시이미지 차이와 구전의도에 미치는 영향

The purpose of this study is to analyze and verify differences among City Image depending on the types of landmark that people perceive and to examine its effect on word–of-mouth Intention. Two groups participated in this study: one that lives in Busan City and the other from different region. The Landmark Types are divided into four types which are Architecture, Typifier, Streets, and the View, and the City Image is composed of four factors: Landscapes, Convenience, Attractive and Modern Image. This study employs the analysis of variance(ANOVA) and multiple regression analysis using SPSS 18.0 to verify the differences among variables. The results show that respondents who perceived architecture as a landmark gave high scores on the convenience, Atttractiveness, and Modern city image, while typifier perceivers highly valued the lanscape image of the city. Also, the difference in city image evaluation only exists in terms of on the attractiveness according to the landmark types. There was a significant difference in word-of-mouth intention between two groups. That is, Busan City residents have positive effects on every four factors of City Image. However, other region residents have postive effects only on Landscapes, Convenience and Modern factors. It also appeared that Busan City residents have good word-of-mouth intentions on landscape image, while other region residents have it on Convenience, Modern image. As the implications, this study offered a new basis on Landmark studies and provided appropriate image building for Busan based on the results.