교통관광에서 후발브랜드의 차별화 전략에 관한 연구

The study discussed differentiating strategies in transport-tourism products in which a late-mover could compete against a pioneering brand. Consumers tend to underestimate the strengths of late-mover brands. Under these conditions, the effects of the differentiation strategy are halved. Therefore, it is important to present the attributes of differentiation that are not daunted by the power of pioneering brands. Research has shown that such a characteristic is not a typical cognitive comparison but an emotional one that forces comparisons to be made that pose a emotional burden. Although the view benefit of tourism trains and the convenience of transportation of tourist taxis were similar, suddenly, with the introduction of the ‘Korail’ brand, the view benefit of tourism trains improved and the attractiveness of tourists' taxis was underestimated. To overcome this disadvantage, when the company presented an emotional differentiated property of fine dust filter for elderly parents to tourism taxi, it had overcome the brand power ‘Korail’ and talked about the preference of tourism taxi. The late-mover brand has overcome pioneering advantages through differentiation that puts emotional burden on them.