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본 연구는 갈수록 치열해지는 관광시장에서 좀 더 효율적인 마케팅 커뮤니케이션 방안을 모색하는 노력의 일환으로 핵심 메시지와 중요한 정보 전달 채널을 파악하는 데 그 목적을 두고 있다. 먼저 소비자의 인식과 의사결정에 영향을 미치는 브랜드 이미지에 주목하여 미국 소비자가 한국을 관광목적지로 어떻게 생각하고 있는지 조사하였다. 그리고 관광지를 결정할 때 고려되는 다양한 제품속성들에 대해 미국 소비자는 얼마나 중요하게 여기고 있는지 측정하였다. 이렇게 수집된 브랜드 이미지와 제품 속성 중요도를 중요도-성취도 분석을 응용하여 교차 분석하고 통계적으로 불일치 정도를 파악하였다. 이 과정에서 중요하지만 이미지가 좋지 않은 속성, 중요하면서 이미지도 좋은 속성, 중요하지 않은데 이미지는 좋은 속성, 중요하지도 이미지도 좋지 않은 속성으로 나누어 커뮤니케이션 자원을 어떤 메시지에 집중해야 하는지를 밝혀냈다. 마지막으로 이러한 불일치 정도에 영향을 미치는 요인으로 국가에 대한 친숙도에 주목하고 대중매체를 통한 지식과 경험 획득이 아닌 객관적 지식과 한국과 관련된 지인이나 주변인을 통한 직접적 정보 획득을 중심으로 친숙도를 측정하였다. 이렇게 파악된 친숙도 항목 중 변별력과 난이도를 고려하여 유의미한 변인들을 선별하고 이를 기준으로 집단을 구분하여 브랜드 이미지와 제품 속성 중요도의 차이를 분석한 결과 한국인 친구가 있거나 한국관련 사교단체에 가입한 경험이 있는 집단이 한국에 대해 현저히 우호적인 태도를 보이는 것으로 나타났다. 또한 한국을 방문한 경험이 있는 집단도 한국에 대한 긍정적 태도를 나타내 향후 마케팅 커뮤니케이션 전략을 기획할 때 중요한 정보원으로 사용될 수 있음을 시사하고 있다.
In an effort to identify more effective marketing communication of a tourism destination, it appears to be critical to know how Korea is deemed as a destination, what are important attributes in a decision-making process as well as in regard to information acquisition dynamics such as direct experience and participation in marketing activities. In this context, brand image is an important component in consumer behavior studies as it is believed to affect consumers' perceptions and decision making. This study aims to examine the discrepancy between brand image and importance of tourism attributes by utilizing the importance-performance analysis, and familiarity as a reliable indicator of favorable images toward a specific brand for determining effective messages and channels. The findings demonstrate that safety, friendly locals and natural/cultural attributes are to be emphasized for the efficient allocation of marketing resources. And it also indicates that high familiarity to Korea through meeting and making friends of Koreans and engaging in Korean social groups contributes to a positive brand image toward a destination. The results will be conducive to shaping the means and the focal points for successful marketing communication planning.
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