본연구는관광목적지로서의고령의브랜드자산과, 이관광목적지자산과이것의영향변수인광고, 관광가격및선택속성과의관계, 그리고이관광목적지자산과이것의결과변수인관광목적지애호도와관계를연구하였다. 자료수집은고령을방문하고있던292명의관광객을대상으로하여, 설문지를사용하여회수하였으며,통계분석한결과다음과같다. 첫째, 관광목적지로서의고령의브랜드자산에영향을미친변수로, 관광자원에해당하는선택속성이가장큰영향을미쳤으며, 관광가격, 광고의순으로영향을미쳤다. 둘째, 관광목적지로서의고령의브랜드자산은고령에대한애호도에영향을미친것으로나타났다. 이러한결과에의거하여볼때, 고령은많은관광객을유치하기위하여, 관광자원을개발하고, 관광가격을가능한한낮추며, 광고를꾸준히실시하여야할것으로사료된다.The purpose of this study is to examine the relationship between tourist destination brand equity andits antecedents, advertising, tourism price and attributes sought of tourist destination, and the relationship betweentourist destination brand equity and its consequences, tourist destination loyalty in Goryeong.The research findings are firstly, advertisement, tourism price and attributes sought of tourist destinationaffected tourist destination brand equity and secondly, tourist destination brand equity influenced touristdestination loyalty.Therefore, it can be said that, to attract more returns of tourists, marketers of tourist destinations better beadvised to try to make good impressions on advertising, tourism price, and attributes sought and to gain betterappreciation of components of tourist destination brand equity. Consequently, the better evaluation of tourists onthose variables means the more intention of them to revisit a particular destination.It is concluded that if local governments take practical actions based on the results of this study to enhance theirown brand equity, they could expect various positive outcomes on their destination marketing.