An Analyze of the Differences in Brand Value and Behavioral Intentions by Perceived Sense of Place Perception Segments

Abstract

This study aimed to verify the differences in tourist destination brand value and behavioral intention through the segmentation of sense of place of local tourist destinations to boost the local economy. A survey was conducted among people who had visited four local tourist destinations in Seoul. Descriptive statistics, factor analysis, cluster analysis, and MANOVA were utilized. As a result, we found differences in brand value and behavioral intention according to the degree of sense of place perception. The group with high place perception and high local attachment showed overall higher results in perceiving brand value variables and also behavioral intention. The group with higher perceived sense of place showed higher results in overall behavioral intention. Based on these findings, this study provided academic and practical implications for local tourist destinations.