2007쓪8퓂싃폎뿆톧Aug.,2007뗚21뻭뗚4웚훐춼럖샠뫅ꆡ컄쿗뇪쪶싫Aꆡ컄헂뇠뫅10062575(2007)20420001207싃폎쒿뗄뗘뚨캻퇐뺿훐뗄벸룶샭싛컊쳢샮쳬풪(쓏뾪듳톧짌톧풺,쳬뷲300071)햪ꆡ튪ꆡ믹폚뛔쒿잰컒맺뫜뛠뗘쟸퓚싃폎쒿뗄뗘펪쿺랽쏦듦퓚컊쳢뗄맛달,놾컄첽쳖쇋폫싃폎쒿뗄뗘뚨캻쿠맘뗄벸룶샭싛컊쳢,횼퓚럖컶뫍돎쟥뚨캻폫욷없뮯뗄맘쾵ꆢ싃폎쒿뗄뗘뗄뚨캻쒿뗄ꆢ욷없뚨캻폫욷없탎쿳뗄맘쾵ꆢ쒿뗄뗘탎쿳뗄탎돉풭샭틔벰싃폎쒿뗄뗘뚨캻뗄풭퓲,늢뻍룶뇰쫵폯뗄쪹폃컊쳢쳡돶룶죋볻뷢ꆣ맘볼듊ꆡ싃폎쒿뗄뗘;뚨캻;욷없뮯;욷없탎쿳TheoreticalConsiderationsinTouristDestinationPositioningStudiesLITianyuan(BusinessSchool,NankaiUniversity,Tianjin300071,China)Abstract:BasedonpersonalobservationsoftheproblemsinChinesetourismdestinationmarketingpractices,,andthatbetweenpositioningandbrandimage,theaimsofdestinationpositioning,:touristdestination;positioning;branding;brandimage뷼쓪살,폐맘싃폎쒿뗄뗘욷없뮯뗄퇐뺿퓚훰붥짽컂[1]ꆣ죋쏇뛔헢튻쇬폲퇐뺿뗄죕붥훘쫓,폐ퟅ뛠랽쏦뗄풭틲:뫜뛠톧헟뚼풤퇔,캴살뗄쫐뎡펪쿺붫쫇ꆰ욷없횮햽ꆱ(ꆰbattleofbrandsꆱ[2]),뛸싃폎쒿뗄뗘ퟷ캪ퟮ듳뗄욷없헽퓚돶쿖;쯦ퟅ좫쟲뮯뗄랢햹,뫜뛠싃폎쒿뗄뗘뗄샗춬뮯돌뛈뚼퓚퓶볓;뛸쟒쯦ퟅ뺺헹뗄볓뻧,솬튻킩뻃뢺쪢쏻뗄싃폎쒿뗄뗘튲퓚ꆰ캪짺듦뛸뿠뚷ꆱ[3];틲듋,캪쇋쓜릻쪹싃폎쿻럑헟룐횪룃뗘폫훚늻춬ꆰ,듳뛠쫽싃폎쒿뗄뗘뚼탨튪훘탂움볛뫍룄뷸웤뒫춳뗄ퟩ횯뫍펪쿺랽램,틔뇣쓜릻퓚21쫀볍훐쪵쿖짺듦뫍돉릦랢햹ꆣꆱ[4]ퟛ맛헢튻쇬폲훐뗄폐맘퇐뺿,죋쏇첸싛ퟮ뛠뗄뮰쳢쒪맽폚싃폎쒿뗄뗘뗄뚨캻뫍폫듋쿠맘뗄싃폎쒿뗄뗘탎쿳ꆣ웤훐,뚨캻뿉캽쫇싃폎쒿뗄뗘욷없뮯릤ퟷ뗄훘훐횮훘,틲뛸튲쫇싃폎쒿뗄뗘펪쿺릤ퟷ뗄룹믹ꆣ떫쯤좻죧듋,죋쏇뛔뚨캻룅쓮뫍뚨캻릤ퟷ뗄죏쪶쯆뫵늢늻쫇쓇쎴쟥돾ꆣ퓚쫀뷧짏쿭폐ꆰ쒿뗄뗘늩쪿ꆱ횮퇅돆뗄훸쏻싃폎톯볒쮹첹샻ꆤ엁싥룱(StanleyPlog)퓸틽폃쪵튵뷧죋쪿뗄뮰횸돶,뺡맜ꆰ죋죋뚼돐죏뚨캻릤ퟷ뫜훘튪,떫뛔폚뺿뺹쪲쎴쫇뚨캻,죋쏇뛠폐헹싛ꆣ퓚헢랽쏦,샭싛볒뗄뇭쿖뻍쿱폐킩램맙쓇퇹,ퟜ쫇퓚쮵ꆮ:(쯤좻)컒늻뫃뷧뚨쪲쎴쫇즫쟩쏨킴,떫컒튻뾴뇣횪뗀쫇럱쫴폚즫쟩쏨킴ꆯꆭꆭꆣꆱ[5]퓚컒맺,죋쏇퓚쳖싛폐맘뗄쫐뎡펪쿺컊쳢쪱,뛔뚨캻튻듊뗄샭뷢뫍쪹폃쯆뫵쿔뗃룼캪믬싒,뇈죧,폐죋첸쫐뎡뚨캻,폐죋첸펪쿺뚨캻,폐죋첸닺욷뚨캻,폐죋첸탎쿳뚨캻,폐죋첸햽싔뚨캻,폐죋첸쒿뇪뚨캻ꆭꆭ,랲듋훖훖,뛠늻쪤뻙ꆣ헢퓚뫜듳돌뛈짏쪹쫕룥죕웚:2007207204ퟷ헟볲뷩:샮쳬풪(1949-ꆡ),쓐,쓏뾪듳톧짌톧풺싃폎쾵뷌쫚,늩떼ꆣ퇐뺿랽쿲:싃폎톧샭싛싃폎쫐뎡펪쿺ꆣ
2ꆡ싃폎쒿뗄뗘뚨캻퇐뺿훐뗄벸룶샭싛컊쳢뗃죋쏇뛔폐맘뚨캻컊쳢뗄쳖싛쪧좥쇋릲춬뗄믹뒡욽첨ꆣ캪듋,퓚싃폎쒿뗄뗘뚨캻퇐뺿훐,죋쏇폐뇘튪돎쟥웤훐뗄튻킩훁맘훘튪뗄샭싛컊쳢ꆣ튻ꆢ맘폚뚨캻폫욷없뮯뗄맘쾵퓚쫐뎡펪쿺퇐뺿훐,붫뚨캻폫욷없뮯헢솽룶쫵폯믬춬쪹폃뗄쟩뿶퓚쫀뷧룷뗘뚼웕뇩듦퓚ꆣ좻뛸,헽죧쮹첹샻ꆤ엁싥룱쯹횸돶뗄쓇퇹,뚨캻폫욷없뮯쯤좻맘쾵쏜쟐,쪵볊짏좴쫇솽룶늻춬뗄룅쓮,럖뇰폐웤룷ퟔ뗄몬틥뫍ퟷ폃ꆣ뛔듋,엁싥룱믽ퟔ벺붫뷼40쓪뗄싃폎톯듓튵뺭퇩,듓컱쪵뗄뷇뛈뛔헢솽룶쫵폯뗄쓚몭틔벰솽헟횮볤뗄맘쾵ퟷ맽뻟쳥뗄뇦컶ꆣ쯻횸돶,쯹캽뚨캻(Positioning)ꆰ,뻍쫇쪶뇰뫍좷뚨쒳튻닺욷믲럾컱뗄훘튪욷훊,틔뇣쓜릻틔폐틢틥뗄랽쪽쿲쿻럑헟햹쿖웤폐뇰폚뺺헹닺욷믲럾컱뗄쳘즫(쓚몬샻틦)ꆱ[5]ꆣ뻍싃폎쒿뗄뗘뗄뚨캻릤ퟷ뛸퇔,듓컱쪵뗄틢틥짏붲,웤룹놾죎컱퓚폚좷뚨:뛔폚룃쒿뗄뗘쯹쓜쳡릩뗄룷훖쳘훊(샻틦),펪쿺헟ퟮ쾣췻죃싃폎쿻럑헟쇋뷢늢볇힡뗄쫇웤훐쓄튻쳘훊믲쓄킩샻틦ꆣ퓚헢튻믹뒡횮짏,룃싃폎쒿뗄뗘쯹폐듙쿺릤ퟷ뗄뾪햹뚼뇘탫킭춬웰살,춨맽헻뫏펪쿺뒫능(IMC),폐킧뗘좥랴펳뫍잿뮯헢튻뚨캻ꆣ퓚헢튻맽돌훐,욷없뮯쫴폚뚨캻릤ퟷ뗄늹돤탔돉럖ꆣ쯹캽욷없뮯(branding),틀헕엁싥룱뗄컱쪵탔뷢쫍,ꆰ뻍쫇퓋폃쒳튻뇪잩믲(쏻돆)뛌폯좥랴펳뚨캻,틔뿬쯙뛸볲쏷뗘뒫듯쯹뚨캻쓚죝뗄믹놾튪틥,듓뛸쪹쯹쳡릩뗄샻틦쓜릻틗폚(캪싃폎쿻럑헟쯹)쇋뷢뫍볇틤ꆱ[5]ꆣ뮻퇔횮,욷없뮯뗄횱뷓죎컱퓚폚짨볆뫍뇭쿖룃싃폎쒿뗄뗘닺욷뗄탎쿳,틔쪹싃폎쿻럑헟쓜릻뇈뷏죝틗뗘볇힡룃싃폎쒿뗄뗘뗄믹놾쳘훊,듓뛸폐훺폚룃싃폎쒿뗄뗘붨솢웰ퟔ벺퓚쫐뎡훐뗄뗘캻ꆣ헢튻뇪잩믲뛌폯퓚룃쒿뗄뗘쯹폐듙쿺탻뒫믮뚯훐뗄랴뢴돶쿖,뿉웰떽쫷솢뫍퓶잿룃쒿뗄뗘욷없탎쿳뗄ퟷ폃,듓뛸탎돉잿듳뗄욷없닺ꆣ죧맻쎻폐헢훖욷없탎쿳좥랴펳뫍뇭쿖룃쒿뗄뗘뗄폫훚늻춬,퓙뫃뗄뚨캻햽싔뚼붫컞볃폚쫂ꆣ뛾ꆢ맘폚싃폎쒿뗄뗘뚨캻뗄쒿뗄뚨캻룅쓮ퟷ캪튻훖쫐뎡펪쿺햽싔,뻝뾼횤쫇듓20쫀볍60쓪듺쒩뾪쪼틽죫맣룦뷧뗄(Trout&Ries,[6]1979)ꆣ헢틢캶ퟅ,퓚쫐뎡펪쿺쇬폲,죋쏇횱떽20쫀볍70쓪듺닅헦헽뾪쪼짦벰ꆰ뚨캻ꆱ헢튻퇐뺿뿎쳢ꆣ듋뫳,죋쏇춨뎣뚼쫇붫뚨캻헢튻룅쓮뷢쫍캪ꆰ붨솢늢캬돖튻룶웳튵믲웤닺욷퓚쫐뎡훐뗄뛀쳘뗘캻ꆱ뗄맽돌[7]ꆣ퓚싃폎펪쿺퇐뺿훐,죋쏇뛔뚨캻릤ퟷ뗄뾴훘훷튪믹폚3뗣죏쪶:뗚튻,죋쏇죧뷱짺믮퓚탅쾢놬햨뗄뮷뺳횮훐,쎿쳬뚼믡쫜떽듳솿탅쾢뗄돥믷;뗚뛾,쏦뛔듳솿펿살뗄탅쾢,죋쏇탄훐틑좻탎돉쒳훖럀컀쾵춳,뮻퇔횮,늢럇쯹폐뗄탅쾢뚼쓜릻캪죋쏇쯹샭믡;뗚죽,뛔폚탅쾢랢늼헟살쮵,폻쪹ퟔ벺뗄탅쾢쓜릻캪죋쏇쯹맘힢,캨튻뿉탐뗄랽램뇣쫇쪹쯹랢늼뗄탅쾢ퟶ떽탎쪽볲뷠,늢쟒웤쓚죝탫뻟폐헫뛔탔ꆣ틲듋,컞싛쫇싃폎쒿뗄뗘뮹쫇싃폎웳튵,죧맻뫶쫓뛔뚨캻햽싔뗄톡퓱,퓲컞램펦뛔훮뛠잿듳욷없뗄뺺헹,틲캪뚨캻늻떱붫쓑틔틽랢탨쟳,뚨캻쒣뫽붫믡쪹웤쳘즫늻쏷,뛸좱랦뚨캻퓲믡훂쪹ퟔ벺쓑틔캪쫐뎡쯹죏횪[7]ꆣ뻍싃폎쒿뗄뗘뗄뚨캻뛸퇔,뎤웚틔살,쎷냂뫍볖캬쮹(MayoandJarvis)쯹쳡돶뗄쒿뗄뗘컼틽솦뻶뚨싛튻횱놻죋쏇폃ퟷ샭뷢싃폎쒿뗄뗘뚨캻뗄믹뒡ꆣ쯻쏇횸돶,튻룶싃폎쒿뗄뗘뗄컼틽솦ꆰ늻뷶폫싃폎헟쯹쾣벽뗄쳘뚨샻틦폐뫜듳뗄맘쾵,뛸쟒폫룃쒿뗄뗘쪵볊붻뢶헢킩샻틦뗄쓜솦폐뫜듳뗄맘쾵ꆱ[8]ꆣ헢틢캶ퟅ,퓚뛔돶폎쒿뗄뗘뷸탐뇈뷏뫍톡퓱쪱,싃폎쿻럑헟쯹쪹폃뗄뇪ힼ컞틉폫헢킩쒿뗄뗘뗄뚨캻폐맘ꆣ늨쳘퓸횸돶,퓚죎뫎튻룶닺욷쳦듺돌뛈뫜룟뗄닺튵훐,뚨캻릤ퟷ뗄폐킧뾪햹뚼뿉돉캪ꆭꆭ뺺헹폅쫆뗄튻훖살풴[9]ꆣ퓚듳뛠쫽싃폎쫐뎡훐,평폚춬샠싃폎쒿뗄뗘횮볤뗄뿉쳦듺돌뛈춨뎣뚼뫜룟,틲듋,죧맻쓜릻붫튻룶싃폎쒿뗄뗘돉릦뗘뚨캻폚쒿뇪폎뿍뗄뾼싇랶캧횮쓚,쓇쎴헢튻뚨캻컞틉붫믡캪룃쒿뗄뗘듸살튻훖뺺헹폅쫆ꆣ싃폎쒿뗄뗘뚨캻뗄룹놾쒿뗄튲퓚폚듋ꆣ뫜뛠폐맘쿻럑헟탐캪뗄퇐뺿뚼뇭쏷,릺싲헟뗄욷없뻶닟(싃폎쿻럑헟뛔돶폎쒿뗄뗘뗄톡뚨)훷튪짦벰솽룶랽쏦뗄뾼싇,튻쫇뿉릩톡퓱뗄욷없(싃폎쒿뗄뗘),뛾쫇릺싲헟ퟔ벺믹폚릺싲뚯믺뗄톡퓱뇪ힼ[10]ꆣ평폚뫜뛠싃폎쒿뗄뗘뚼폐쓜솦좥싺ퟣ싃폎쿻럑헟뗄춬튻탨튪믲춬샠돶폎뚯믺,틲듋,싃폎헟붫믡죧뫎듓훐ퟶ돶톡퓱,튲뻍돉쇋싃폎쒿뗄뗘펪쿺헟쯹맘힢뗄쿖쪵컊쳢ꆣ쯤좻죋쏇웕뇩죏캪헢튻컊쳢훁뷱쫇컞죋쓜릻돤럖웆뷢뗄ꆰ뫚쾻ퟓꆱꆰ(blackboxꆱ[11]),떫뻍욷없뚨캻뗄쒿
TourismScience싃폎뿆톧3ꆡ뗄뛸퇔,쿻럑헟뻶닟엌샭싛(Consumerdecisionsettheory)뿉뛔듋쳡릩쒳훖뷢쫍ꆣ헢튻샭싛죏캪,퓚릺싲뻶닟맽돌훐,쏦뛔쫐뎡짏훚뛠뿉릩톡퓱뗄욷없,릺싲헟헦헽쓜릻쓉죫웤뾼싇랶캧뗄욷없횻쫇웤훐뗄짙쫽ꆣퟮ퓧쳡돶욷없ꆰ뻶닟죫캧엌ꆱ(theevokeddecisionset)헢튻룅쓮뗄쫇쿻럑헟탐캪퇐뺿쇬폲훐뗄훸쏻볒Jꆤ믴뮪뗂[10]ꆣ쯹캽욷없ꆰ뻶닟죫캧엌ꆱ,횸뗄쫇쿻럑헟퓚릺싲뻶닟맽돌훐믡폨틔쟐쪵뾼싇뗄쓇킩욷없ꆣ믴뮪뗂죏캪,뛔폚룶쳥쿻럑헟살쮵,헢튻ꆰ죫캧엌ꆱ훐뗄욷없쫽쒿튻냣뷶캪3-4룶ퟳ폒ꆣ퓚싃폎퇐뺿쇬폲,쫗듎펦폃헢튻샭싛뛔싃폎쿻럑헟톡퓱돶폎쒿뗄뗘쪱뗄죫캧엌쟩뿶뾪햹퇐뺿뗄쫇컩주뗂뫍?죰뛻(W[12]oodside&Sherrell,1977)ꆣ볌쯻쏇횮뫳,뫜뛠톧헟퓸뻍헢튻ꆰ죫캧엌ꆱ뗄욽뻹횵뾪햹맽뗷퇐ꆣ쿔좻,릹돉죫캧엌뗄쓇킩싃폎쒿뗄뗘횻쫇쯹폐싃폎쒿뗄뗘헢튻ퟜ엌ퟓ떱훐뗄튻늿럖ꆣ컩주뗂뫍?죰뛻퓚웤퇐뺿훐,퓸붫쯹폐뗄싃폎쒿뗄뗘헢튻ퟜ엌ퟓ뮮럖캪죴룉룶ퟓ엌ꆣ뻍컱쪵뗄뷇뛈뛸퇔,웤훐벸룶훷튪뗄ퟓ엌냼삨:횪쏻엌(Awarenessset)ꆢ돵웚뾼싇엌(theearlyconsiderationset)ꆢ죫캧엌(Evokedset)(떱좻,웤훐룷룶ퟓ엌훐쯹냼몬뗄쒿뗄뗘쓑쏢믡폐훘뗾)ꆣ쯹캽횪쏻엌,횸뗄쫇쿻럑헟룶죋쯹횪뗀뗄쓇킩싃폎쒿뗄뗘ꆣ쯤좻튻룶욷없뗄횪쏻뛈룟늻튻뚨틢캶ퟅ쿻럑헟뚼믡폐틢릺싲룃욷없뗄닺욷,떫컣펹훃틉뗄쫇,쿻럑헟퓚톡릺닺욷쪱,뿏뚨믡믹폚ퟔ벺쯹횪뗀뗄쓇킩욷없ퟶ돶ퟔ벺뗄톡퓱ꆣ쯹틔,뛔폚싃폎쒿뗄뗘펪쿺헟살쮵,쫗쿈탨튪뾪햹뗄릤ퟷ뻍쫇짨램듲퓬뫍쳡짽룃쒿뗄뗘뗄횪쏻뛈,듓뛸쪹룃쒿뗄뗘쓜릻캪쫐뎡쯹횪쿾ꆣ쯹캽돵웚뾼싇엌,횸뗄쫇싃폎쿻럑헟죏캪ퟔ벺퓚룸뚨쪱웚횮쓚,폐뿉쓜믡잰좥럃컊뗄쓇킩싃폎쒿뗄뗘ꆣ평폚횪쏻엌훐쯹짦벰뗄싃폎쒿뗄뗘캪쫽뫜뛠,틲뛸뛔폚싃폎쒿뗄뗘펪쿺헟살쮵,룼뻟쿖쪵틢틥뗄릤ퟷ쫇탨튪쇋뷢싃폎쿻럑헟돵웚뾼싇엌뗄맦쒣듳킡ꆣ맘폚헢튻돵웚뾼싇엌훐쯹짦벰뗄싃폎쒿뗄뗘쫽쒿,죋쏇뗄뗷퇐뷡맻믹놾짏듳춬킡틬ꆣ룹뻝헫뛔쏀맺맺쓚싃폎헟뾪햹뗄폐맘뗷닩,헢튻엌쏦쫽ퟖ뗄욽뻹횵듳풼캪6ꆣ죋쏇춨뎣틔캪,뻍돶맺싃폎뛸퇔,평폚쒿뗄뗘뗄톡퓱랶캧뷏듳,틲뛸헢튻돵웚뾼싇엌엌쏦뗄욽뻹횵샭펦믡듳튻킩ꆣ떫폐맘뗷닩쿔쪾,쪵볊쟩뿶늢럇죧듋ꆣ싃폎쿻럑헟퓚뾼싇릺싲뻶닟쪱,춨뎣믡뷸튻늽붫헢튻돵웚뾼싇엌뮮럖캪3룶ퟓ엌,벴,쓑뚨엌(inertset)ꆢ럱뻶엌[12](ineptset)뫍죫캧엌(Evokedset)ꆣ릹돉쓑뚨엌뗄쫇쿻럑헟뛔웤볈컞뫃룐틠컞뛱룐뗄쓇킩싃폎쒿뗄뗘ꆣ웤훐럖캪솽훖쟩뿶:튻훖쟩뿶쫇,쿻럑헟퓸뺭쳽쮵맽튻킩폐맘룃쒿뗄뗘뗄쟩뿶,늢쟒돵늽룐탋좤,듓뛸믡붫룃쒿뗄뗘쓉죫ퟔ벺뗄돵웚뾼싇엌,떫ퟮ훕믡틲탅쾢늻릻돤럖뛸컞램ퟶ돶움볛;쇭튻훖쟩뿶쫇,뛔폚쒳킩싃폎쒿뗄뗘,쿻럑헟쯤좻헆컕ퟣ릻뗄탅쾢,떫죏캪쎻폐뇘튪볌탸ퟷ뷸튻늽럖컶ꆣ컞싛쫴폚틔짏쯹쫶쓄튻훖쟩뿶,쿻럑헟뚼쓑틔뻶뚨퓚룸뚨쪱웚쓚좥헢킩쒿뗄뗘럃컊ꆣ룹뻝뗷퇐뷡맻,헢튻쓑뚨엌뗄엌쏦욽뻹쫽캪ꆣ쯹캽럱뻶엌,횸뗄쫇쿻럑헟퓚쒳튻룸뚨쪱웚쓚믡럅웺뾼싇뗄쓇킩싃폎쒿뗄뗘ꆣ쿻럑헟횮쯹틔믡럅웺뾼싇헢킩쒿뗄뗘,훷튪쫇틲캪뛔헢킩싃폎쒿뗄뗘돖폐뢺쏦룐횪ꆣ퓬돉뢺쏦룐횪뗄풭틲뫜뛠,웤훐뇈뷏뎣볻뗄쟩뿶쫇살ퟔ폚쟗폑믲웤쯼뿉탅삵죋쪿뗄폐맘움싛ꆣ맘폚헢튻엌쏦훐싃폎쒿뗄뗘뗄욽뻹쫽,죋쏇뗄뗷퇐뷡맻늻튻,떫쫽횵랶캧튻냣퓚횮볤ꆣ붫쫴폚쓑뚨엌뫍럱뻶엌뗄싃폎쒿뗄뗘듓돵웚뾼싇엌훐업돽,쯹쪣쿂살뗄쓇킩싃폎쒿뗄뗘벴릹돉캪죫캧엌ꆣ튲뻍쫇쮵,헢튻죫캧엌쓋쫇쿻럑헟헦헽믡폨틔뾼싇뗄쓇킩돶폎쒿뗄뗘ꆣ폐맘뗷퇐뷡맻쿔쪾,헢튻죫캧엌훐쯹짦벰뗄싃폎쒿뗄뗘뗄욽뻹쫽캪[13]ꆣ룹뻝믹폚컯훊쿻럑욷뾪햹뗄쿠맘퇐뺿,쓇킩놻업돽폚뻶닟죫캧엌횮췢뗄욷없뺡맜튲듦퓚놻톡릺뗄뿉쓜탔,떫웤룅싊뫜뗍,춨뎣늻ퟣ1%[14]ꆣ틲듋,뛔폚싃폎쒿뗄뗘펪쿺헟살쮵,죏쪶죫캧엌헢튻룅쓮럇뎣훘튪,틲캪싃폎쿻럑헟ퟮ훕붫믡믹폚헢튻엌쏦ퟶ돶ퟔ벺뛔돶폎쒿뗄뗘뗄톡퓱ꆣ룼캪훘튪뗄쫇펦떱뾴떽,쿻럑헟퓚ퟷퟮ훕톡퓱뗄맽돌훐,쫆뇘믡뛔죫캧엌훐룷룶싃폎쒿뗄뗘뗄폅풽돌뛈뷸탐뇈뷏뫍뮮럖닣듎ꆣ뻍웤훐쒳튻욷없뛸퇔,퓚쿻럑헟탄쒿훐쯹뒦뗄캻훃풽룟,쿻럑헟뗄릺싲틢쿲퓲믡풽잿ꆣ헢튻뗣틑뺭캪뫜뛠뗷퇐뷡맻쯹횤쪵,훷튪뇭쿖퓚,죋쏇퓚뗷퇐훐랢쿖,퓚늻볓죎뫎쳡쪾뗄쟩뿶쿂,놻뗷닩헟쫗쿈쿫떽뗄쓇킩싃폎쒿뗄뗘췹췹믡돉캪웤폅쿈톡퓱뗄뛔쿳[14]ꆣ틲듋,뻍쒳튻싃폎쒿뗄뗘뛸퇔,죧맻쓜릻놻싃폎쿻럑헟퓚볆뮮돶폎쪱쫗쿈쿫떽,쓇쎴헢뿏뚨믡탎돉튻훖폅쫆살풴ꆣ퓚헢룶틢틥짏,싃폎쒿뗄뗘뚨캻릤ퟷ뗄뫋탄죎컱퓚폚쪵쿖욷없돶훚,듓뛸펰쿬싃폎쿻럑헟뗄톡퓱뻶닟ꆣ
4ꆡ싃폎쒿뗄뗘뚨캻퇐뺿훐뗄벸룶샭싛컊쳢ꆡꆡ죽ꆢ맘폚뚨캻폫탎쿳뗄맘쾵싃폎쒿뗄뗘뚨캻뗄튪몦릤ퟷ쫇쯜퓬믲잿뮯룃쒿뗄뗘뗄욷없탎쿳,틲캪튻룶싃폎쒿뗄뗘욷없ퟮ훕뇭쿖캪룃쒿뗄뗘퓚싃폎쿻럑헟탄쒿훐뗄탎쿳ꆣ늻싛튻룶싃폎쒿뗄뗘쪵탐뫎훖뚨캻햽싔,웤횱뷓쒿뗄뚼퓚폚캪ퟔ벺쯜퓬쒳튻탂뗄탎쿳,믲헟좥잿뮯ퟔ벺퓚쒿뇪쫐뎡탄쒿훐틑좻쫷솢웰살뗄쒳튻헽쏦탎쿳ꆣ컒쏇횻튪짔ퟷ뗷닩뻍늻쓑랢쿖,쯤좻쯹폐뗄싃폎쒿뗄뗘뚼죏캪ퟔ벺뫜훘쫓탎쿳탻뒫릤ퟷ,떫쪵볊짏,폐킩쒿뗄뗘퓚싃폎쿻럑헟탄쒿훐짐캴탎돉죎뫎탎쿳,틲뛸듦퓚ퟅ탎쿳좱캻뗄컊쳢,폐킩쒿뗄뗘쯹쏦쇙뗄쟩뿶퓲쫇,쿻럑헟쯹돖폐뗄룐횪펡쿳폫룃쒿뗄뗘쯹탻뒫뗄ퟔ컒탎쿳횮볤폐뫜듳뗄닮틬,틲뛸듦퓚ퟅ탎쿳놳샫뗄컊쳢ꆣ뚨캻뗄뾪햹퓲쫇뷨틔뷢뻶헢킩컊쳢뗄춾뺶믲쫖뛎ꆣ캪쇋쮵쏷헢튻뗣,컒쏇퓚듋쯆뫵폐뇘튪돎쟥튻쿂컒맺톧쫵뷧퓚짦벰욷없퇐뺿쪱뺭뎣쪹폃뗄솽룶쫵폯:ꆰ욷없쪶뇰ꆱ뫍ꆰ욷없탎쿳ꆱꆣ뻝횪,헢솽룶쫵폯럖뇰틫ퟔ폚펢컄뗄ꆰbrandidentityꆱ뫍ꆰbrandimageꆱꆣ뇊헟틔캪,붫ꆰbrandidentityꆱ틫캪ꆰ욷없쪶뇰ꆱ늢늻쫇튻훖샭쿫뗄뇭쫶,룇틲헢튻뇭쫶췹췹믡ퟨ낭죋쏇쇬컲ꆰbrandidentityꆱ폫ꆰbrandimageꆱ횮볤뗄맘쾵ꆣ퓚탅쫘웤풭틢뗄잰쳡쿂,뇊헟훷헅붫ꆰbrandidentityꆱ틫캪ꆰ욷없놾쳥ꆱꆣ웤샭평쫇ꆰ,욷없놾쳥ꆱ폫ꆰ욷없탎쿳ꆱ횮볤뗄맘쾵퓚폚,쯼쏇쯹듺뇭뗄쫇욷없뗄솽룶랽쏦ꆣ뛔폚짺닺헟믲펪쿺헟살쮵,욷없쯹듺뇭뗄쫇룃닺욷뗄ퟔ짭쳘뗣;뛔폚쿻럑헟살쮵,욷없쯹듺뇭뗄퓲쫇룃닺욷뗄탎쿳ꆣ뮻퇔횮ꆰ,욷없놾쳥ꆱ쫴쓚늿웳튵떼쿲,뛸ꆰ욷없탎쿳ꆱ퓲쫴췢늿쫐뎡떼쿲ꆣ듓뷏캪컱쪵뗄틢틥짏붲,컞싛쫇욷없놾쳥뮹쫇욷없탎쿳,쯹듺뇭뗄웤쪵뚼쫇폐맘룃욷없뗄탎쿳ꆣ횻늻맽욷없놾쳥쯹듺뇭뗄쫇ퟔ컒탎쿳믲쯹샭쿫뗄쫐뎡탎쿳,뛸욷없탎쿳쯹듺뇭뗄퓲쫇쿻럑헟쯹돖폐뗄룐횪탎쿳[15]ꆣ틔싃폎쒿뗄뗘캪샽,튻랽쏦,싃폎쿻럑헟쯹돖폐뗄룐횪탎쿳폫룃쒿뗄뗘쾣췻쓜춨맽욷없놾쳥볓틔랴펳뗄ퟔ컒탎쿳뿉쓜믡폐뫜듳뗄늻춬,뛸퓚쇭튻랽쏦,쿻럑헟뛔룃쒿뗄뗘쯹돖폐뗄룐횪탎쿳퓚웤릺싲뻶닟훐폖웰ퟅ훁맘훘튪뗄ퟷ폃;틲듋,싃폎쒿뗄뗘펪쿺헟뇘탫쫗쿈튪좥쇋뷢싃폎쿻럑헟뛔룃쒿뗄뗘쯹돖폐뗄룐횪펡쿳,틲캪횻폐죧듋,닅쓜뛏뚨ퟔ벺쯹쾣췻쫷솢뗄욷없탎쿳폫쿻럑헟탄쒿훐뗄룐횪탎쿳쫇럱튻훂ꆣ뛸욷없뚨캻ퟷ캪싃폎쒿뗄뗘펪쿺헟쓜릻뿘훆뗄뮷뷚,웤죎컱늻뷶뷶퓚폚뷢뻶욷없탎쿳뗄좱캻컊쳢,뛸쟒퓚폚뿋럾뿉쓜듦퓚뗄탎쿳놳샫컊쳢ꆣ떫늻싛쫇쓄튻훖쟩뿶,웤죎컱뚼퓚폚쪵쿖욷없탎쿳폫욷없놾쳥뗄웵뫏ꆣ틲듋,듋죽헟횮볤뗄맘쾵뿉틔볲쪾캪:욷없놾쳥ꆭꆭꆭꆭ욷없뚨캻욷없탎쿳쯄ꆢ맘폚싃폎쒿뗄뗘탎쿳뗄탎돉ퟔ20쫀볍70쓪듺틔살,싃폎쒿뗄뗘탎쿳틑돉캪좫쟲싃폎퇐뺿쇬폲훐ퟮ죈쏅뗄톡쳢횮튻ꆣ퓚컒맺,폐맘싃폎쒿뗄뗘탎쿳컊쳢뗄첽쳖훁짙튲틑뺭폐10뛠쓪뗄샺쪷ꆣ떫뺡맜죧듋,뛔폚싃폎쒿뗄뗘탎쿳뗄탎돉맽돌,죋쏇뗄죏쪶늢늻쪮럖쟥돾,뛔ꆰ쒿뗄뗘탎쿳ꆱ헢튻쫵폯뗄쪹폃튲뛠폐닮틬ꆣ폐톧헟퓸뻍듋컄횸돶,죋쏇뛔ꆰ쒿뗄뗘탎쿳ꆱ헢튻쫵폯뛠폐늻춬뗄폃램,폐뗄폃폚횸쿻럑헟룶죋뛔싃폎쒿뗄뗘돖폐뗄룐횪,폐뗄폃폚횸쿻럑헟좺쳥뛔싃폎쒿뗄뗘돖폐뗄뾴램,폐뗄퓲폃폚횸쒿뗄뗘펪쿺ퟩ횯쯹췆돶뗄쒿뗄뗘탎쿳[16]ꆣ뛔폚헢킩쟩뿶뗄듦퓚,죋쏇믲탭믡틔싃폎톧뿆뗄늻돉쫬좥뷸탐뷢쫍ꆣ떫쪵볊짏,헢샠쟩뿶뗄듦퓚늢럇싃폎퇐뺿쇬폲쯹뛀폐ꆣ퓚웤쯼쇬폲뗄쫐뎡펪쿺퇐뺿훐,헢훖쟩뿶튲춬퇹듦퓚ꆣ샽죧,폐죋퓚뛔폐맘욷없탎쿳퇐뺿뗄컄쿗뷸탐볬쯷뫍움쫶쪱튲랢쿖,컞싛쫇뛔폚ꆰ욷없탎쿳ꆱ뗄뚨틥,뮹쫇뛔폚ꆰ욷없탎쿳ꆱ헢튻쫵폯뗄쪹폃,죋쏇뗄뾴램춬퇹늢럇튻훂[17]ꆣ뻍튻냣틢틥뛸퇔,욷없탎쿳뗄탎돉쫇죋쏇뛔훚뛠쿠맘탅쾢뷸탐볲뮯뒦샭뗄뷡맻ꆣ퓧퓚20쫀볍60쓪듺,뻍폐욷없퇐뺿볒횸돶,쯹캽욷없탎쿳,쓋쫇ꆰ쿻럑헟퓚웤(뛔쒳튻욷없)쯹닺짺뗄쯹폐룷랽쏦펡쿳훐,믹폚웤훐짙쫽쒳벸쿮퓱뚨펡쿳뛸탎돉뗄쮼캬닺컯ꆱ[18](Reynolds,1965)ꆣ헢튻뚨틥퓚뫜듳돌뛈짏틑뺭낵쪾돶,퓚욷없탎쿳탎돉맽돌훐,쿻럑헟탨튪뛔폐맘탅쾢뷸탐볲뮯뒦샭ꆣ쏦뛔듳솿펿살뗄탅쾢,뛔폚웤훐쓄킩탅쾢쓜릻캪ퟔ벺쯹힢틢ꆢ죧뫎뷢뛁헢킩탅쾢ꆢ틔벰ퟮ훕놣쇴뛔쓄킩탅쾢뗄볇틤뗈뗈,쿻럑헟뚼믡폐ퟔ벺뗄톡퓱ꆣ헢훖뛔탅쾢뗄톡퓱탔맽싋뻍쫇폐킩톧헟쯹돆뗄ꆰ횪뻵럀컀ꆱꆰ(perceptualdefenceꆱ)ꆣ폐톧헟붫쿻럑헟탎돉펡쿳뗄헢튻맽돌돆횮캪ꆰ슩뚷맽돌ꆱꆰ18](indifundibularꆱ[),틢쮼쫇쮵,퓚헢튻맽돌훐,쿻럑헟믡듓폐맘쒳튻욷없뗄훚뛠탅쾢
TourismScience싃폎뿆톧5ꆡ훐톡좡웤훐늿럖탅쾢,늢틀뻝ퟔ벺뛔헢킩탅쾢뗄뷢뛁믲룐쫜,붫웤랢햹돉캪ퟔ벺뛔룃욷없뗄펡쿳ꆣ헢튻뷢쫍쯆뫵뫜죝틗샭뷢,떫웤랢짺맽돌잡잡뻍쫇펪쿺톧뷧쯹돆뗄ꆰ뫚쾻ퟓꆱ,틲캪뛔폚헢훖탅쾢맽싋퓚듳쓔릤ퟷ맽돌훐뺿뺹죧뫎랢짺,죋쏇훁뷱짐캴믱뗃돤럖죏쪶ꆣ퓚얷쏀톧쫵뷧,죋쏇뛔폚욷없뗄룅쓮뮯탎돉,췹췹춨맽솪뷡췸ힴ볇틤쒣탍(theassociativenetworkmemorymodel)좥볓틔뷢쫍ꆣ헢튻샭싛죏캪,볇틤쫇평죴룉뷚뗣(node)솴뷓뛸돉뗄,웤훐쎿튻룶뷚뗣뚼럖뇰듺뇭쯹듦뒢쿂살뗄폐맘쒳튻쳘뚨룅쓮뗄탅쾢,늢ퟷ캪헻룶췸싧뗄ퟩ돉늿럖뛸폫웤쯼뗄뷚뗣솴뷓ꆣ뷚뗣횮볤뗄벤믮튪쎴쫇퓚볓릤뒦샭췢늿탅쾢쪱랢짺,튪쎴쫇퓚듓볇틤훐훘탂헒믘폐맘뗄탅쾢쪱랢짺ꆣ떱쒳튻뷚뗣룅쓮놻믘쿫웰살쪱,솪쿫솦붫뻶뚨쓄킩웤쯼뗄뷚뗣붫믡듓볇틤훐놻벤믮[19](Anderson,1983)ꆣ튻룶싃폎쒿뗄뗘욷없뗄룅쓮뮯탎돉춬퇹튲쫇죧듋,웤훐쯹짦벰뗄맘볼탔틲쯘훷튪냼삨싃폎쿻럑헟뛔룃쒿뗄뗘쟩뿶뗄쇋뷢ꆢ뛔룃쒿뗄뗘훘튪쳘훊뫍샻틦뗄솪쿫솦,틔벰뛔헢킩쳘훊뫍샻틦뗄욫낮믲뾴훘돌뛈ꆣ퓚폐맘싃폎쒿뗄뗘탎쿳죧뫎탎돉뗄퇐뺿훐,죋쏇퓸쳡돶맽뛠훖늻춬뗄죏쪶뷇뛈ꆣ웤훐캪죋쏇틽폃ퟮ맣뗄뷢쫍쫇뿋삳뛻ꆤ룔뛷쳡돶뗄믺훊탔탎쿳뫍폕떼탔탎쿳(G[20]unn,1988),틲캪헢튻샭싛뿉캪싃폎쒿뗄뗘뗄탎쿳듲퓬릤ퟷ횸돶쏷좷뗄랽쿲뫍춾뺶ꆣ쯹캽믺훊탔탎쿳(OrganicImage),횸뗄쫇튻룶죋퓚웤죕뎣짺믮훐춨맽뛔룷훖럇듙쿺탔탅쾢뗄컼쫕뛸탎돉뗄뛔쒳튻싃폎쒿뗄뗘뗄펡쿳ꆣ헢샠럇듙쿺탔탅쾢뗄살풴짦벰랶캧뫜맣,냼삨뗃ퟔ폚튻냣뗘샭뷌뿆쫩뗄뷩짜ꆢ듳훚뒫쎽뗄폐맘놨뗀ꆢퟔ벺쟗샺룃뗘럃컊웚볤뗄볻컅뫍룐쫜,뗈뗈ꆣ쯹캽폕떼탔탎쿳(InducedImage),쯹횸뗄퓲쫇튻룶죋퓚싃폎듙쿺탻뒫뗄펰쿬횮쿂탎돉뗄뛔쒳튻싃폎쒿뗄뗘뗄펡쿳ꆣ헢훖펡쿳췹췹믡퓚튻룶죋캪ힼ놸췢돶싃폎뛸쯑벯탅쾢뗄맽돌훐닺짺ꆣ믺훊탔탎쿳폫폕떼탔탎쿳횮볤뗄닮뇰퓚폚,잰헟뗄탎돉쫜쒿뗄뗘펪쿺헟펰쿬뗄돌뛈뫜킡,뛸뫳헟뗄닺짺퓲췪좫캪쒿뗄뗘펪쿺헟쯹펰쿬ꆣ헢튻죏쪶뗄믹놾틢틥퓚폚,평폚싃폎쒿뗄뗘펪쿺헟뫜쓑룄뇤죋쏇뛔룃쒿뗄뗘뗄믺훊탔펡쿳,틲듋펦떱붫펪쿺릤ퟷ뗄훘뗣벯훐폚폕떼탔탎쿳뗄듲퓬ꆣ퓚헢랽쏦,럖컶뫍죏쪶폕떼탔탅쾢쎽뷩쯹짦벰뗄랶캧,췹췹쫇싃폎쒿뗄뗘펪쿺헟뇘탫뾪햹뗄튻쿮믹뒡탔릤ퟷꆣ떫쫇,헢늢럇틢캶ퟅ싃폎쒿뗄뗘펪쿺헟뿉틔럅웺엠퇸믺훊탔탅쾢쎽뷩뗄믺믡ꆣ헢훷튪쫇틲캪,뻍듳뛠쫽웤쯼닺욷(쳘뇰쫇훆퓬튵닺욷)뛸퇔,웤탎쿳뗄탎돉훷튪풴ퟔ폚짌튵탔탅쾢ꆣ떫폫횮쿠뇈,뻍싃폎쒿뗄뗘뛸퇔,듙돉웤탎쿳뗄탅쾢살풴랶캧믡뿭뗃뛠ꆣ웤훐폐킩믺훊탔뗄탅쾢쎽뷩,뇈죧싃폎헟맽좥쟗샺룃뗘럃컊뗄룐쫜,벰웤듋뫳퓚웤쟗폑볤뗄뿚놮탻뒫뗈뗈,뚼폐뿉쓜춨맽싃폎쒿뗄뗘뗄뷓듽릤ퟷ볓틔엠퇸뫍펰쿬ꆣ헽틲캪죧듋,뫜뛠퇐뺿뷡맻뚼쿔쪾,싃폎헟춨맽쪵볊떽럃틔벰뛔룃뗘쟩뿶뗄쫬쾤,췹췹믡볓짮뛔룃뗘뗄헽쏦펡쿳(Milman&Pizam[21],1995),늢쟒뮹폐뿉쓜컞틢횮볤삩즢헢훖헽쏦뗄뿚놮탻뒫ꆣ뻍쒳튻싃폎쒿뗄뗘뛸퇔,늻싛죋쏇쫇럱쪵볊떽럃맽룃뗘,뛔룃뗘뗄탎쿳췹췹뚼믡폐ퟔ벺뗄룐횪ꆣ헢훖룐횪듳뚼랴펳ퟅퟔ벺뛔룃뗘뗄뫃뛱,틲뛸뫜듳돌뛈짏뚼쫴폚웤룶죋쯹돖폐뗄탎쿳ꆣ본폚싃폎헟탨쟳뗄틬훊탔,룶죋쯹돖폐뗄탎쿳쿔좻늻쫇쒿뗄뗘펪쿺헟펦폨맘힢뗄훘뗣ꆣ떫죧맻뫜뛠죋뗄룐횪뚼쿠춬,쓇쎴헢튻룐횪뇣믡탎돉룃쒿뗄뗘뗄뎣맦탎쿳ꆣ듓샭싛짏붲,헢튻뗣틑캪죋쏇쯹죏춬ꆣ떫쪵볹훐뗄컊쳢쫇틔뫎ퟷ캪뛔ꆰ뫜뛠죋ꆱ뗄뷧뚨뇪ힼꆣ뛔듋,욤뛻쮹죏캪,퓚쒿뗄뗘탎쿳뗷닩릤ퟷ훐,죧맻폐20%틔짏뗄놻뗷닩헟뛔룃쒿뗄뗘쟩뿶뗄쏨쫶믹놾쿠춬[22],퓲뿉틔죏캪룃쒿뗄뗘듦퓚쒳튻ꆰ뎣맦탎쿳ꆱ(Pearce,1988)ꆣ본폚헢훖뎣맦탎쿳폐헽쏦폫뢺쏦횮럖,쯹틔,듙쪹헽쏦뎣맦탎쿳뗄탎돉ꆢ뇜쏢뢺쏦뎣맦탎쿳뗄돶쿖,붫돉캪싃폎쒿뗄뗘펪쿺헟뗄훷튪릤ퟷ쒿뇪ꆣ쳘뇰횵뗃힢틢뗄쫇,죋쏇뛔쒳튻쒿뗄뗘튻떩탎돉뢺쏦펡쿳,춨뎣뚼뫜쓑볓틔뻀헽ꆣ벴쪹룃쒿뗄뗘뾪햹펪쿺믮뚯뗄솦뛈퓙듳,튲탨튪뺭맽뫜뎤튻뛎쪱볤닅폐뿉쓜뗃틔뻀헽ꆣ쮹첹샻ꆤ엁싥룱붫헢튻쟩뿶돆횮캪ꆰ10:1ꆱ램퓲,틢쮼쫇쮵,죧맻죋쏇룹뻝ퟮ돵뷓쫜뗄탅쾢틑좻탎돉쇋쒳튻뢺쏦룐횪,룃쒿뗄뗘펪쿺헟튪쿫쪹죋쏇룄뇤헢튻룐횪뗄뮰,쯹탨춶죫뗄탅쾢솿믡쿠떱폚잰헟뗄10놶ꆣ쯹틔튻냣뗘붲,퓚쿻럑헟뗄룐횪짐캴탎돉뗄쟩뿶쿂,춨맽쫊떱뗄뚨캻햽싔뫍탻뒫쫖뛎좥쯜퓬룃뗘뗄싃폎탎쿳,췹췹믡폐뷏듳뗄돉릦믺믡ꆣ랴횮,죧맻쿻럑헟뛔룃쒿뗄뗘뗄뢺쏦룐횪틑뺭탎돉,튪룄뇤헢훖룐횪퓲믡뇤뗃뇈뷏삧쓑ꆣ퓚헢랽쏦,맺볊싃폎퇐뺿훐폐쿠떱뛠뗄낸샽ꆣ떫헢늻튻뚨틢캶ퟅ튻룶싃폎쒿뗄뗘뗄뢺쏦탎쿳좫좻늻뿉얤ꆣ쫂쪵짏,춨맽훘탂뚨캻릤ퟷ뗄잡떱
6ꆡ싃폎쒿뗄뗘뚨캻퇐뺿훐뗄벸룶샭싛컊쳢뾪햹(뛸럇떥뒿잿뮯쫐뎡탻뒫),튻룶싃폎쒿뗄뗘췪좫폐뿉쓜쪵쿖틔쒳튻탂뗄탎쿳좥좡듺룃쒿뗄뗘풭폐뗄뢺쏦탎쿳ꆣ퓚헢랽쏦춬퇹튲폐탭탭뛠뛠뗄돉릦낸샽(닎볻P[23]log,2004)ꆣ컥ꆢ맘폚뚨캻뗄닮틬뮯풭퓲싃폎쒿뗄뗘뚨캻릤ퟷ뗄뾪햹,쳘뇰쫇웤훘탂뚨캻릤ퟷ뗄뾪햹,쫗쿈튪쟳펪쿺헟쇋뷢룃쒿뗄뗘퓚싃폎쿻럑헟탄쒿훐뗄쿖폐탎쿳ꆣ떫폫듋춬쪱,뚨캻릤ퟷ뗄뾪햹뮹튪쟳펪쿺헟틔쓇킩훷튪뺺헹쒿뗄뗘뗄쟩뿶ퟷ캪뛔헕ꆣ쯹캽뚨캻,횸뗄쫇쿠뛔폚뺺헹닺욷뗄쒳킩뻟쳥쳘훊뛸퇔,죋쏇뛔쒳튻닺욷탔쓜쟩뿶뗄룐횪ꆣ좻뛸,컒쏇늻쓑랢쿖,듳뛠쫽폐맘싃폎쒿뗄뗘탎쿳뗄퇐뺿,쳘뇰쫇컒맺뫜뛠뗘랽뗄싃폎랢햹맦뮮훐폐맘룃뗘싃폎탎쿳뗄짨볆,듳뚼쫇맂솢뗘뻍룃쒿뗄뗘뗄풴ힴ뿶뷸탐럖컶ꆣ헢훖럖컶쯤좻뇘튪,떫웤좱뗣쫇늻쓜폐냑컕뗘좷뚨룃쒿뗄뗘폫뺺헹쒿뗄뗘쿠뇈뷏뛸퇔뗄뛀쳘뚨캻ꆣ퓚싃폎쒿뗄뗘뚨캻릤ퟷ훐,펪쿺헟헦헽탨튪뾼싇뗄쫇룃뗘싃폎닺욷폐쓄킩폫훚늻춬횮뒦,뛸늻쫇룃뗘싃폎닺욷폐쓄킩ꆰ폅뗣ꆱꆣ헢튻뗣뛔폚뚨캻싃폎쒿뗄뗘뻟폐훘튪뗄틢틥ꆣ웤풭틲퓚폚,듳뛠쫽싃폎쒿뗄뗘뚼듦퓚뿉쳦듺탔,쯦ퟅ죋쏇돶폎뺭퇩뗄퓶뛠,쿖듺싃폎헟틑뇤뗃폺볓쳴쳞ꆣ뛔폚죎뫎샠탍뗄싃폎믲뛈볙믮뚯,죋쏇춨뎣뚼믡듓튻듳엺춬샠싃폎쒿뗄뗘훐뷸탐톡퓱ꆣ틲듋ꆰ,퓚싃폎헟뗄탄쒿훐,뫜뛠싃폎쒿뗄뗘뚼뿉틔뮥쿠쳦뮻ꆣ싃폎헟쯹톰쟳뗄쫇쇉삫뗄몣첲ꆢ쓾뺲뗄즭쇖ꆢ믲헟쫇맅샏뗄돇쫐,훁폚쫇뫎뒦뗄헢훖몣첲ꆢ즭쇖믲돇쫐,뛔폚싃폎헟살쮵틑뇤뗃쿠뛔늻훘튪(Cohen,1972)ꆣꆱ[24]헢틢캶ퟅ튻룶싃폎쒿뗄뗘뇘탫춨맽쪵쪩닮틬뮯뚨캻,쪹ퟔ벺듓훚뛠뗄춬샠쒿뗄뗘훐춻쿔돶살,쪹싃폎헟뻵뗃ퟔ벺펦룃톡퓱좥룃쒿뗄뗘,뛸늻쫇톡퓱좥웤쯼뗘랽ꆣ뷨틔쪵쿖헢훖닮틬뮯뚨캻뗄훷튪틀뻝뇣쫇룃쒿뗄뗘늻춬폚뺺헹쒿뗄뗘뗄뛀쳘싴뗣(USP)ꆣ돽쇋뾼싇폐뇰폚뺺헹쒿뗄뗘뗄닮틬뮯뚨캻횮췢,헫뛔쒿뇪쫐뎡뗄닮틬뮯뚨캻튲쫇튻룶탨튪뾼싇뗄컊쳢ꆣ쯤좻쒿잰ퟮ캪뎣볻뗄뚨캻ퟷ램쫇룹뻝쒿뗄뗘싃폎닺욷뗄쳘훊뷸탐뚨캻,떫쪵볊짏,늢럇쯹폐쓇킩폐뇰폚뺺헹닺욷뗄쳘훊뚼믡캪쿻럑헟쯹뾴훘(C[25]romptonetal.,1992),뛸쟒,튻냣뗘붲,횻폐캪쒿뇪쫐뎡쯹뾴훘뗄쓇킩쳘훊,닅믡벤랢웤헽쏦뗄룐횪ꆣ헢랽쏦뇈뷏쏷쿔뗄샽ퟓ쫇,튻룶싃폎쒿뗄뗘쏦쿲맺볊싃폎쫐뎡뗄뚨캻췹췹믡폐뇰폚웤쏦쿲맺쓚싃폎쫐뎡뗄뚨캻ꆣ퓚헢룶틢틥짏,쏷좷ퟔ벺쯹헫뛔뗄쒿뇪쫐뎡,쫇튻룶싃폎쒿뗄뗘뾼싇웤뚨캻햽싔뗄뇘튪잰쳡ꆣ늻싛죋쏇죧뫎뮮럖싃폎쒿뗄뗘뚨캻릤ퟷ뗄뾪햹뷗뛎,웤훐폐죽쿮릤ퟷ훁캪맘볼:뗚튻쫇쪶뇰뫍좷뚨쯹헫뛔뗄쒿뇪쫐뎡;뗚뛾쫇쇋뷢룃쒿뗄뗘싃폎닺욷뗄쓄킩쳘훊뛔폚헢킩쒿뇪죋좺살쮵쫴폚뻶뚨탔쳘훊;뗚죽쿮맘볼릤ퟷ퓲쫇럖컶뫍좷뚨쪹폃웤훐쓄튻쿮믲쓄벸쿮쳘훊ퟷ캪룃쒿뗄뗘뗄뚨캻붹뗣ꆣ뛔폚쒳튻떥쿮싃폎닺욷뗄펪쿺헟살쮵,캪웤닺욷좷뚨쫊틋뗄뚨캻붹뗣쿠뛔뇈뷏죝틗ꆣ떫쫇,뛔폚싃폎쒿뗄뗘펪쿺헟살쮵,톡뚨뷨틔뚨캻뗄뻶뚨탔쳘훊춨뎣뚼뇈뷏삧쓑ꆣ웤풭틲퓚폚:튻랽쏦,룃싃폎쒿뗄뗘췹췹믡폐뛠훖늻춬뗄쳘훊뫍닺욷,늢쟒웤훐뫜뛠싃폎탐튵믲웳튵쯹룐탋좤뗄쫐뎡뿉쓜믡폐뫜듳뗄늻춬;떫퓚쇭튻랽쏦,캪쇋쓜쪹룃쒿뗄뗘춻쿔폚쫐뎡,쪹죋쏇쓜릻힢틢뫍볇힡,룃쒿뗄뗘펪쿺헟뇘탫튪틔쒳튻쳘훊믲짙쫽벸쿮쳘훊캪붹뗣좥짨볆룃쒿뗄뗘뗄뚨캻햽싔ꆣ헢틢캶ퟅ쒿뗄뗘펪쿺헟탨튪뷸탐럖컶뫍좨뫢,탨튪폐쯹캪,폐쯹늻캪,틲캪횻폐퓚쯹잿뗷뗄닮틬탔쳘훊랶캧뫜킡뗄쟩뿶쿂,룃쒿뗄뗘뗄뚨캻닅ퟮ폐뿉쓜믱뗃돉릦(Cromptonetal.,[25]1992)ꆣ쳘뇰쫇퓚떱뷱헢튻뺺헹벤쇒ꆢ탅쾢죧뎱뗄쪱듺,싃폎쒿뗄뗘펪쿺헟퓚듙쿺탻뒫릤ퟷ훐늻펦쫔춼랴펳룃뗘싃폎닺욷뗄쯹폐랽랽쏦쏦,뛸쫇펦떱뻛붹폚웤훐쒳튻잿폐솦뗄쳘훊ꆣ퓚헢랽쏦,쒿뗄뗘헾뢮탐쪹웤붨솢퓚뿆톧믹뒡짏뗄훷떼ퟷ폃늻뷶뇘튪,뛸쟒컞뿉좡듺ꆣ쇹ꆢ뷡쫸폯싃폎퇐뺿뛠폐욫훘펦폃탔뗄쳘뗣ꆣ펦폃탔퇐뺿춨뎣쫇횸뷨훺틑폐뗄샭싛믲랽램좥퇐뺿뫍뷢뻶쿖쪵훐듦퓚뗄컊쳢(F[26]ridgen,1991)ꆣ뿉볻,죴컞냼삨샭싛첽쳖퓚쓚뗄믹뒡퇐뺿ퟷ캪횸떼,펦폃탔퇐뺿뿖쓑틔헦헽폐킧뗘뾪햹ꆣ놾컄톡퓱짏쫶샭싛컊쳢뾪햹쳖싛,쪵돶폚룶죋뛔쒿잰늻짙뗘랽뗄싃폎맦뮮훐퓚쒿뗄뗘펪쿺랽쏦쯹듦퓚컊쳢뗄맛달뫍돵늽쮼뾼ꆣ컄훐뗄늻짙뻟쳥컊쳢뚼폐듽뷱뫳뗄짮죫쳖싛뫍퇐뺿ꆣ닎뾼컄쿗:[1]ꆡGoeldner,.&Ritchie,..Tourism:Principles,Practices,Philosophies(10thed)[M].Hoboken,NJ:Wiley,2006:
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