관광동기가 브랜드자산 및 행동의도에 미치는 영향 : 한국의 DMZ(DeMilitarized Zone)를 중심으로

Recently, our societies are increasing interest in experience tours more and more. Experience tours are varies in the tourism section that are variety, like a visiting places of death, tragedy, disaster, and suffering and others. This study is concerning about DMZ in Korea as a tourism destinaion, The purpose of this article is to explore approached the effects of tourism motivation on brand equity and behavioral intention. The survey was conducted three times from October 2018 to March 2019, during 5 months, the travel consumer’s have a at least one time or more times travel experiences at tourism destination DMZ in Korea. The survey was conducted with 175 questionnaires and used 170(97%) valid samples in frequency analysis, Factor analysis, Reliability analysis, Correlations analysis, and Regression analysis utilizing SPSS Ver. 24 program. The analysis results show tourism motivation(i.e., experience, curiosity, deviation), and brand equity(i.e., recognition, image, perceived quality) and behavioral intention is valid and reliable. The results of the verification show that experience, curiosity, and deviation, which are directly influenced to brand equity and behavioral intention. Also, brand equity(i.e., recognition, image, perceived quality) is directly and positively effected to behaviroal intention. Implications of this study provide theoretical and insightful contributions and also practical suggestions are discussed.