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        검색결과 1,157

        301.
        2016.12 KCI 등재 구독 인증기관 무료, 개인회원 유료
        We have constructed a wide-field photometric survey system called as the Korea Microlensing Telescope Network (KMTNet) in 2015. It consists of three 1.6 m optical telescopes equipped with mosaic CCD cameras. Four 9k CCDs were installed on the focal plane of each telescope. In this paper, we present the crosstalk analysis of the KMTNet mosaic CCD images. The crosstalk victims caused by bright sources were visible at eight sub-images obtained through different readout ports of each CCD. The crosstalk coefficients were estimated to be several tens of 10-4 in maximum, differing from sub-image to sub-image, and the non-linearity effect certainly appeared at the victims made from saturated sources. We developed software functions to correct the crosstalk effect of the KMTNet CCD images. The software functions showed satisfying results to remove clearly most of the crosstalk victims and have been implemented in the KMTNet image processing pipeline since 2015 September.
        4,000원
        302.
        2016.12 KCI 등재 구독 인증기관 무료, 개인회원 유료
        본 연구는 다중빔 음향측심 자료를 바탕으로 침몰선박의 정확한 형상 및 해저지형에 대한 정보를 분석하였다. 다양한 영상 자료처리를 통해 현재 침몰선박의 상태를 분석하였다. 해당 자료와 과거 조사 자료의 비교를 통하여 침몰선박 상태 변화 및 주변지형의 변화를 해석하였다. 분석대상 선박 중 퍼시픽프랜드호의 경우 조류에 의한 침·퇴적으로 인해 선수-선미의 지형변화가 뚜렷하게 나타나는 특징을 알 수 있었다. 그리고 제7해성호의 경우 2011년 국립해양조사원 영상자료에서는 선수 일부가 유지된 상태였으나, 2015년 조사 영상에서는 선수 일부가 붕괴된 것을 확인할 수 있었다. 이는 오랜 기간 선박이 해저에 방치되면서 조류 및 화물의 하중 등과 지속적인 부식으로 선체가 붕괴된 것으로 추정된다. 따라서 잔존연료 유출 및 주변 해양오염이 발생할 수 있어 지속적인 모니터링이 필요할 것으로 판단된다. 침몰선박의 영상분석을 통해 침몰선박이 수심과 조류에 의한 영향을 많이 받은 지역일 경우 지질학적 특성과 퇴적물의 침·퇴적 양상에 따라 침몰선박의 구조 안전성에 상당한 영향을 줄 것으로 판단되며, 부식으로 인한 선체의 변화는 계속적으로 변화될 것으로 추정된다. 따라서 지질학적 특성을 고려한 잔존연료 유출 및 주변 환경 변화에 대하여 침몰선박의 변화에 따라 예측‧대응하는 기술의 개발이 필요하다.
        4,000원
        303.
        2016.12 KCI 등재 구독 인증기관 무료, 개인회원 유료
        최근 마이크로 UAV가 대중화 되면서 영상 촬영 기능을 이용하여 지역 정보를 수집하고 분석하려는 다양한 영상처리 방안들이 등장하고 있다. 이러한 영상 처리에는 단순한 파노라믹 영상 제작에서부터 지도 제작을 위한 영상 모자익, 포인트 클라우드 생성을 통한 3D 모델링에 이르기까지 초보적 수준에서 전문적인 분야의 활용 방법들이 일반인들에게 공개 혹은 오픈소스 소프트웨어 형태로 나타나고 있다. 본 연구에서는 상업용으로 보급되고 있는 마이크로 UAV를 이용하여 영상을 촬영하고, 오픈소스 소프트웨어들을 이용하여 영상 처리를 하는 방안들을 분석하였다. 본 연구 결과는 향후 참여형 GIS로서 UAV를 이용하여 공간 정보를 구축하려는 시도에 도움을 줄 것으로 기대한다.
        4,500원
        304.
        2016.12 KCI 등재 구독 인증기관 무료, 개인회원 유료
        In this study, we studied the damage area detection of the composite tension specimens under fatigue loading by using image processing techniques. The aim of this study is to detect the area of the damage region on the basis of original image. Basically we have used Matlab program. This study analyzed a total of six specimens under cyclic loading and the results using a user algorithm and analysis procedures of step 7. The damaged area was well detected except 3,000 cyclic loading. Accuracy of damage area detection is determined to be excellent by 83.3%(5/6). In general, however, in order to automatically detect the damaged area must develop an algorithm for setting the number of multi-threshold automatically. This is to perform the studies in the future.
        4,000원
        307.
        2016.10 KCI 등재 구독 인증기관 무료, 개인회원 유료
        The purpose of this study is to understand the concept of a sexual image and verify the method of its design expression through case studies of the sexual image evening dress shown in an Haute Couture Collection over the last 10 years (2005~2014). The results of analysis are as follows: First, “expression by the seeing through of the natural body” expressed a natural sexual image that combined fashion of the previous times with the beauty of the natural body by using a see-through material and classic or ethnic image. Second, “expression of a sexual-image look that emphasizes romantic detail” illustrated a romantic sexual image that emphasizes feminine sensitivity by mixing various ornamental elements such as see-through material and symbolism of underwear image. Third, “creation of a nude look using skin color” expressed sexual image of an evening dress by inducing erotic sexual association through a combination of opaque material of skin color and design shape that is intended for body exposure. Fourth, “combination of sexual symbol and heterogeneous elements” expressed a decadent, avant-garde and futuristic sexual images by using women’s underwear and a sexual symbol as design motif and mixed with mismatching elements. Fifth, “use of a fantastic black image” expressed an exclusive and refined sexual image and a decadent and primitive sexual image by using a fantastic image of black color. The results of this study are expected to be used for the design process of the eveningdress industry that aims for quality improvement.
        4,200원
        308.
        2016.10 KCI 등재 구독 인증기관 무료, 개인회원 유료
        In women’s clothing the shoulders are distorted and exaggerated. Consequently, the wearers’ bodies are transformed and interpreted according to modern standards. We therefore refer to this aspect of women’s clothing as the power shoulder. This study aims to analyze the differences in sensibility images on variations in the shoulder shape of power shoulder jackets. Nine samples were examined that involved combinations of three variations of the shoulder height and three variations of the shoulder width. The data was evaluated by 123 fashion design majors. Four factors were selected: attractiveness, personality, activity, and self-respect. Among these factors, attractiveness is the most important. The study results indicated that changes in shoulder height acted as a major effect that had an independent influence on all four factors. In contrast, changes in shoulder width acted as a major effect that had an independent influence on attractiveness, personality, and activity but not on self-respect. It also had an influence on the interaction effect of attractiveness, personality, activity, and self-respect. We anticipate that this study will help individual customers select clothing that is suitable for their preference and body shape because it is now possible for them to estimate images of power shoulder jackets.
        4,000원
        309.
        2016.10 구독 인증기관 무료, 개인회원 유료
        최근 IT 기술과 융합된 차량에서 농기계산업으로 넘어오는 과도기가 도래하면서 농업용 기계의 용자의 사용과 유지보수의 편의성 증대가 요구되고 있다. 본 연구에서는 다양한 농업용기계에 적용이 가능하고, 농경상황을 실시간으로 모니터링이 가능하도록 4개의 카메라를 활용하여 확보한 영상으로 개별 또는 4채널로 영상을 통합할 수 있는 영상믹서를 개발하고자 한다. 또한 농업용 트랙터 국제표준인 ISO11783 표준기반으로 SW를 개발하고 수요처에 납품 가능하도록 설계하였다.
        3,000원
        310.
        2016.09 KCI 등재 구독 인증기관 무료, 개인회원 유료
        Recent frequent occurrence of urban sinkhole brings a need for the periodic inspection of sewer pipelines. Sewer inspection using a CCTV device needs a lot of time and efforts. Many of previous studies which have focused to reduce the laborious tasks are mainly interested in the developments of image processing S/W and inspection H/W. Nevertheless, there has been no attempt to find meaningful information from the existing CCTV images stored by the sewer maintenance manager. In this paper, we carried out a study about the construction of unfolding image of sewer video image. In general, the analysis results show that the image development is judged to have been well represented. It is expected to be a reference to the basic research of panoramic image.
        4,000원
        311.
        2016.09 구독 인증기관 무료, 개인회원 유료
        잉크젯 프린트물의 광택을 상용광택기를 이용하여 손쉽게 측정하여 이미지의 질을 평가하는데 사용 하였다. 출력된 이미지에 영향을 줄 수 있는 조건들을 부여하여 인위적으로 변형시킨 후 광택을 측정하여 그 변화를 살펴보았다. C, M, Y, BK 잉크의 색상에 따라 광택값에 차이가 있었지만 이미지 변형은 열을 동반한 다림질, 습기, 높은 온도에서의 건조, 초산과 같은 화학약품 등의 요인들에 의하여 일어나며 이미지의 광택변 화량을 살펴보아 각각의 인자가 얼마만큼 광택을 변화시키는가를 알아보았다. 높은 온도나 열에 의한 급속한 변화가 광택값을 변화시키는 가장 큰 요인으로 확인되었으며 이미지를 포함한 문서나 필름등의 보관시에 가 장 먼저 고려되어야 할 조건임을 알 수 있었다.
        4,000원
        312.
        2016.08 KCI 등재 구독 인증기관 무료, 개인회원 유료
        예이츠의 후기시를 이해함에 있어 여성이미지는 매우 중요한 요소이다. 시인은 대표적인 여성이미지로서 모드 곤과 크레이지 제인을 제시하여 아일랜드인의 개인적, 역사적, 민족적 정체성에 대한 상징으로 삼아왔다. 특히 상류계층의 양심적 지 식인의 대표인 초기시의 모드 곤과 달리 후기시에서 큰 비중을 차지한 창녀 크레이지 제인의 상징적 역할은, 궁극적으로 시인이 거칠고 조악하지만 적나라한 삶의 이중성을 가감 없이 수용하는 아일랜드 민중의 지혜에 대한 신뢰를 드러낸다. 그러나 예이츠는 여기에 그치지 않고 모드 곤과 크레이지 제인의 한계를 극복하고 동시에 그들의 상징 성을 통합하는 여성이미지를 꾸준히 제시하고자 노력하는 데 바로 댄서이미지가 그것 이다. 예이츠에게서 댄서란 앞서 두 여인의 이미지가 상징하는 양심적 지성과 민중적 삶의 지혜를 연결하는 동시에 각각이 지니는 한계를 극복하는 이미지로서 예이츠 후 기시의 궁극적인 여성이미지이면서 민족적 구원을 약속하는 상징이다.
        4,200원
        313.
        2016.08 KCI 등재 구독 인증기관 무료, 개인회원 유료
        PURPOSES : The objective of this study was to evaluate the results of the dynamic immersion test (DIT) through digital image analysis (DIA). METHODS : The asphalt binder retained post DIT was inspected visually by more than three investigators. However, because visual observations can be subjective, depending on the inspector’s skills and knowledge, DIA was also performed. The threshold value for the DIA was determined by a mesh analysis, in which the digital image to be analyzed is divided into very small meshes. In addition, the bitumen bond strength (BBS) test was also performed to the compare the visual results with the mechanical values. RESULTS AND CONCLUSIONS : Depending on the materials used, various methods can be used to predict the behavior of retained asphalt. However, the increasing ratio in the trend of retained asphalt shows different behaviors among the evaluation methods. In this study, the results of the visual observations were significantly different from those of the DIA, the mesh analysis, and the BBS tests. Thus, DIA is an appropriate method for evaluating the results of the DIT. However, in order to use this technique in the field, it is necessary to determine a more reasonable threshold value by performing DIA on various materials.
        4,000원
        314.
        2016.07 구독 인증기관·개인회원 무료
        The market for environmentally friendly or ‘green’ products has increased substantially over the last ten years (Willer and Kilcher, 2010). Both brand manufacturers and retailers are increasingly, and successfully, incorporating environmental and social issues in their brands (Aouina Mejri and Bhatli, 2014; Chkanikova and Lehner, in press; Gleim et al., 2013). Given the increasing importance of ‘green’ branding, the current study examines the role of key drivers (i.e., brand equity, store image and product familiarity) in the consumption of green brands. Moreover, since previous studies found that positive evaluations of a specific brand led to more positive buying behavior for the green product concept in general (Bartels and Hoogendam, 2011), in the current study we also assess the impact of these key drivers on green consumption in general. Finally, by explicitly distinguishing between store brands and national brands, we try to determine whether these relationships differ between these two types of brands in a green context. To test these effects, we used a panel study among consumers in Australia, Canada, Germany, the Netherlands, and the U.S.. For each country, we used one national brand and one or two store brands. Respondents randomly received one of these brands to evaluate. This process resulted in 404 respondents for store brands and 302 respondents for national brands. Results show that store image and brand equity have a direct effect on the consumption of green store brands and green national brands. In addition, we found that for both store and national brands, the relationship between brand equity and green brand consumption is partially mediated by the perceived image of the store where that brand is sold. Furthermore, for national brands, a positive store image also leads to an increase in green consumption behavior in general, which is not the case for store brands. Finally, for national brands, there is a clear relationship between product familiarity and brand consumption, whereas this is not the case for store brands.
        315.
        2016.07 구독 인증기관·개인회원 무료
        In 2015, the movie “Northern Limit Line” which based on the naval battle of South and North Korea occurred in 2002 was premiered (Los Angeles Times, 2016). This movie made a significant contribution to improve the image of the R.O.K Navy. Brand Placement (BPL) was used to promote the R.O.K Navy in this movie (Karrh, 1994; Van Reijmersdal, Neijens & Smit, 2007). The R.O.K. Navy is trying to build powerful naval forces with the slogan called “The Ocean Navy”. It is essential to acquire the elite military forces who can help the Korean Navy to accomplish its strategic goal and heighten the competitiveness. The acquired elite military forces are expected to demonstrate their own ability while they serve the R.O.K. Navy. They will have positive influences to the local communities as the supporters of the R.O.K. Navy after they are discharged. This research analyzed BPL effect in terms the recruitment of workforce. This research identified the relationship among BPL, organization image, organization reputation, employment brand equity and intention to pursue job opportunity in R.O.K Navy. In previous researches, the effect of image can be applied to corporate brands, product, individual brands, geographical areas, events and people (Balmer, 1997). The image of organization can remind people of the particular organization (Cable & Yu, 2006). The reputation is a dynamic interaction construct with the image, and defined as a subjective judgment based on the reliability and integrity about the organization in long term (Clardy, 2012). Employment brand equity is defined as outcome of applicant’s decision choices attributable to job seeker’s beliefs about the organization as employer(Han & Collins, 2002). Marketing literatures on employment brand equity can be useful in helping to understand how job seeker develops beliefs about organization as employer. Although many researches studied BPL, organization image and reputation, employment brand equity, etc., little researches have been conducted to integrate the variables mentioned above in public sector such as the military forces. Samples of this research consist of people who watched the movie called “Northern Limit Line”. SPSS and AMOS package programs are employed to analyze the data. Marketing strategy for a public sector such as Korean Navy based upon the results of the findings from this study is expected to position Korean Navy as more efficient and effective organization to recruit better quality human resources.
        316.
        2016.07 구독 인증기관·개인회원 무료
        Organisations encourage shareholders to invest in the place and the place audience relies on place reputation when making investment decisions and product choices. Given the significance of the place branding and place heritage and building upon the evidence discussed, this research is one of the first attempts at collecting empirical evidence that seeks to prove that a favourable place branding and place branding heritage influence a favourable place image and favourable place reputation. This study aims to explore employees and visitors/consumers’ perceptions and practices regarding the place branding and the main factors that influence place branding suitability at a visitor/consumer/employee level. By achieving these objectives, it is expected that the investigation will add to current knowledge about the place branding and provide practical insights to managers and decision-makers. Based on the research objectives of this study, three overall research questions are: (i) What are the factors that influence place branding favourability, (ii) What are the main influences of place heritage favourability on favourable place branding?, and (iii) What are the main influences of place branding favourability on favourable place image and favourable place reputation? This research addresses the general goals: first, it explores the concept of the place branding and its dimensions. Second, it identifies the factors that are most likely to have a significance influence on the favourable place branding (antecedents of the favourable place branding). Third, it develops and empirically assesses a model concerning the relationships between favourable place branding, its antecedents and its consequences. Fourth, it examines the influence of the favourable place heritage on place branding. Finally, it investigates the impact of the favourable place branding on favourable place image and favourable place reputation (consequences of the favourable place branding). Despite the potentially significant role of the favourable place branding, little empirical research has examined how the favourable place branding exposes corporations and their members to far greater scrutiny. Creating a employee/consumer/visitor level model based on attribution theory demonstrates the issues retailers face in relation to place branding: (i) the association between the place branding concept and its elements that foster or discourage; (ii) its benefits or outcome for place; (iii) the relationships between other theoretically and empirically identified variables. In order to fill this gap in the academic literature, prior studies and the insights gained from current field research were reviewed. The model and various propositions developed thereafter, merit further study.
        317.
        2016.07 구독 인증기관 무료, 개인회원 유료
        The tourism industry in Hong Kong is a substantial pillar of Hong Kong’s economic development because it has been a beneficiary of tourism revenues and employment opportunities. According to the Hong Kong Tourism Board, Hong Kong accommodated 60.8 million ever-high visitors flow in 2014 (Hong Kong Tourism Commission, 2014). As three major inbound markets Mainland China, Japan, and the United States have been among the top five inbound visitors since 2003. A report of the Hong Kong Tourist Satisfaction Index (Tourist Satisfaction Index, 2014) indicated that Japanese and Korean tourists’ overall satisfaction with Hong Kong decreased from 70.11% in 2012 to 66.98% in 2014. Americans recorded the highest satisfaction level concerning experience in Hong Kong as a tourist destination, awarding it 81.8%. Moreover, the tourism industry in Hong Kong has recently relied heavily on mainland Chinese tourists as the major target group; this group comprises nearly 70% of all overnight visitors (Hong Kong Tourism Board, 2015). These three oversea markets have played an essential role towards Hong Kong tourism industry in past decade.
        3,000원
        318.
        2016.07 구독 인증기관·개인회원 무료
        Immigrants face an array of disruptions, including changes in social and religious contexts, values, norms, beliefs, behaviors, that are constantly threatening their self and social identities. How they manage those threats is crucial to their adaptation to the new cultural context, and is the main investigation of this research. Specifically, we investigated how Muslim immigrants react when they see themselves transgressing one of their cultural values. Results of Study 1 provide full support to our hypotheses that when people see themselves transgressing their in-group values, they are more concerned when the transgressing behavior is witnessed by an out-group than an in-group member. In other words, they demonstrate to be more worried in preserving the in-group image in front of an out-group member than in preserving their self-image in front of an in-group member. Further results of Study 1 also showed evidence of a new type of value affirmation mechanism. The negative emotional reaction to the transgressing behavior was reduced when the out-group member was said to have endorsed the transgressing-related cultural value.
        319.
        2016.07 구독 인증기관·개인회원 무료
        The study examines the role of image closeness in advertising persuasiveness. To understand how consumers process different degree of image closeness in advertising, we apply construal level theory (CLT) suggests consumers’ perceived spatial distance of visual stimuli influence their level of construal. It also investigates how advertising’s message appeals (rational vs. emotional) and product types (utilitarian vs. hedonic) moderate the effects of construal level on advertising effectiveness. Drawing on CLT, the authors hypothesize that rational appeals will be more persuasive when consumers perceive the product image in advertising as spatially close, while emotional appeals will be more persuasive when consumers perceive it as spatially distant. The study employed 2(near vs. far distance)x2(rational vs. emotional appeal)x2 (utilitarian vs. hedonic product) factorial design. A total of 232 people (108 males) participated in the experiment. Results revealed that spatial distance and advertising appeals had significant interaction effects on attitude towards ad and brand attitude. Particularly, when the image shot looks close, rational appeals are more persuasive than emotional appeals. Comparatively, when the image looks distant, emotional appeals are more persuasive than rational appeals. The two-way interaction between advertising appeals and product type are also significant for attitude toward ad and brand attitude. Particularly, rational appeals for utilitarian product were more persuasive and while emotional appeals for hedonic product were more persuasive. Finally, three way interaction between spatial distance, advertising appeals, and product type had significant effects on brand attitude. When the image looks close, the superior effects of rational appeal compared to emotional appeal was greater in utilitarian product than in hedonic product. Conversely, when the image looks distant, the superior effects of emotional appeal compared to rational appeal was greater in hedonic product than in utilitarian product. Theoretical and practical implications are discussed.
        320.
        2016.07 구독 인증기관 무료, 개인회원 유료
        Advertising is important for tourism and past research has demonstrated its cognitive, affective and behavioural effects on consumers (e.g., Vakratsas & Ambler, 1999). These effects are largely dependent on how well viewers process advertisements that contains different elements, such as image, description and slogan. Images are particularly important to tourism advertisements and most tourism advertisements include images of the advertised destination. This paper proposes a conceptual model which explores the influences of image vividness and image congruity on the effectiveness of ecotourism advertisements. The Meaning Transfer Model (e.g., McCracken, 1989) suggests an object’s meaning can be transferred through images. This model has been widely adopted in advertising because most advertisements contain images. Images are believed to help transfer the intended advertising meaning and intention of the advertiser (Shimp & Andrews 2013). Most previous advertising research has focused on meaning transfer through the use of celebrity endorsers (e.g., Campbell & Warren, 2012; Hanrahan & Liu, 2013) whilst limited studies have examined key factors that influence the success of a meaning transfer from an advertising image to the advertised brand . Image vividness is believed to be one of the important factors that can influence the success of a meaning transfer (Nisbett & Ross, 1980). However, findings from previous research on image vividness are far from consistent. Some findings suggest that image vividness facilitate imagery processing and subsequently increase advertisement and brand favourability (Fennis et al., 2012) whilst other findings suggest that image vividness has no direct impact on attitude formation or persuasion (Taylor & Thompson, 1982). Recent research suggests that, advertising elements, in particular image vividness, may play an important role in forming the attitude towards the advertisement as well as the travel intention towards the advertised destination (Pelsmacker et al., 2002; Rasty et al., 2013). Besides image vividness, image congruity may be another important factor in determining the success of a meaning transfer through advertising images (Shimp & Andrews, 2013). Congruity has been widely studied in the field of consumer behaviour (Sirgy, 1990; Wang et al., 2009). McLaughlin (2009) categorised advertising congruity into four types (advertisement and context congruity, advertisement and product congruity, advertisement and advertiser congruity, and advertisement and other commercial component(s) congruity). Image congruity with the advertised product category has been identified as one of the most important advertising congruities (Chandon et al., 2000). Congruent advertisements are better than incongruent advertisements in generating positive attitudes or feelings towards an advertisement. For example, Kamins et al. (1991) found a viewer’s perceived congruity between the emotions reflected in a tourism advertisement and the media invoke more positive attitude towards the advertisement. Further, Rifon et al. (2004) found congruity between the description of an advertisement (ad description) and an advertising website used to display the advertisement resulted in more positive attitude towards the brand. Congruent advertisements can also generate a better purchasing intention. Kamins et al. (1991) found congruent advertisements were better at invoking an intention to use an advertised service. Conversely, incongruent advertisements lead to frustration or other negative feelings or a less favourable attitude towards an advertisement (Mandler, 1981). Australian ecotourism advertisements are selected as the context of the current study. Ecotourism is a nature-based tourism that focuses on preserving the environment, benefiting local economies and educating travellers (Weaver, 2008). Although ecotourism is rapidly developing in the last decade, the effectiveness of ecotourism advertising has been rarely researched, perhaps because ecotourism is still a relatively new area of tourism (Hughes et al., 2005). Reiser & Simmons’s (2005) study is among a handful of studies which have investigated the effectiveness of ecotourism advertisements. Their study found that ecotourism labels helped develop a positive attitude towards an advertisement and the advertised destination. Additionally, Chang et al. (2005) found that the use of a celebrity aboriginal endorser was more effective in achieving a favourable attitude towards an advertisement than was the use of a non-celebrity aboriginal endorser. Ecotourism advertisements often use three major types of images (scenery, animal and people) (Morgan & Pritchard, 2001). However, no empirical studies have examined the meaning transfer between image and advertising responses within the ecotourism context. People’s Republic of China is a critical market for Australian tourism and it is Australia’s second largest tourist source country (Australian Bureau of Statistics, 2014). Chinese tourists ranked first in terms of total trip expenditures (a total of $5.7 billion in 2014) (Tourism Research Australia, 2015). By 2020, China is expected to become Australia’s largest source country (Tourism Australia, 2011).The ecotourism market in China has risen in the past decade since its introduction in the 1990s (Cheng et al., 2013; Zhong et al., 2007). There were 1.9 billion domestic trips in China in 2009, of which 333 million were ecotourism trips. Around 80% of China’s nature reserves now have some form of ecotourism feature (Chappell, 2012). Chinese ecotourists are increasingly interested in taking overseas ecotourism trips. However, no previous study has empirically examined Chinese ecotourists’ attitude towards foreign ecotourism advertisements, which provides the opportunity for the current study. Based on the above discussion, the paper proposes positive relationships among image vividness, image congruity, attitude towards the advertisement and travel intention towards the ecotourism destination. Empirical research will be carried out in the future to test the proposed relationships. The theoretical framework can also be extended by including other advertising effectiveness measures such as comprehension or emotion (MacKay & Fesenmaier, 1997) so as to develop a better understanding of Chinese ecotourists’ responses to ecotourism advertisements.
        3,000원