대한민국, 유네스코 세계유산과 제주도의 관광목적지 브랜드 개성에 대한 탐색적 연구: 관광목적지 브랜드 개성 적합성을 중심으로

This study aims to illustrate the first steps to adopt the brand extension in a destination setting. Brand extension is known as the effective brand strategy that uses well-known brand names to promote a new product. The essential requirement for brand extension is to have a fit between a new product and the existing well-known brand. This study provides the conceptual setting of brand extension for destination setting with four propositions based on the review of the literature. To demonstrate whether the brand extension applies to tourism, this study first conceptualizes Jeju Island as a new product, and South Korea and UNESCO World Heritage Sites as existing well-known brands. In order to identify which existng well-known brand is better for Jeju Island to promote to the wider inbound travel market, this study proposes to measure the fit between two pairs of destination personalities, that is, Jeju and South Korea and Jeju and UNESCO World Heritage Sites. This study conducted a survey in Jeju Island targeting the tourists from Western cultural backgrounds because Jeju Island is less known to the West and this study specifically aims to promote Jeju Island as a new emerging destination. The outcome of this study is the numerical measure of “distance (the closeness)” between the brand extension personality of Jeju and the two brands of South Korea and UNESCO World Heritage Sites. The close fit was determined based on the two approaches that are the closeness of mean scores and repeated measures of MANOVA results evaluating the perceived fit of personalities between two pairs of a product and an existing destination brand, (1) Jeju Island and UNESCO WHS and (2) Jeju Island and South Korea. The overall results showed that the UNESCO World Heritage Sites brand has more similar destination brand dimensions than the South Korea brand.