축제 인물 속성이 축제 브랜드 자산, 충성도 및 지역 애착심에 미치는 영향에 관한 연구-효석문화제 참가자를 대상으로- (A Study on the Effect of Central Figure's Attributes in a Festival on Brand Equity, Loyalty, and Place Attachment: Focused on Visitors to Hyoseok Cultural Festival)

서지정보

· 발행기관 : 한국관광연구학회
· 수록지 정보 : 관광연구저널 / 27권 / 4호 / 5 ~ 25페이지
· 저자명 : 이양림, 김영미

초록

This study aims at investigating one famous cultural festival to celebrate local's famous figure, Hyoseok Lee, a noted novelist in Korea. This festival is considered as a newly formed festival as it has provided the celebrity-fronted festival programs for visitors such as writing contest and exhibition of illustrated poems. In this study, it discerns whether the property of central figures' attributes in a festival has an influence on intangible brand assets(brand equity), fidelity(brand loyalty) and affection(place attachment) for the region in Hyoseok Cultural Festival. For this, visitors to Hyoseok Cultural Festival were surveyed for empirical analysis. As a result, the expertise and attachment as central figures' attributes had a significantly positive influence on brand equity. The expertise had a significantly positive influence on brand loyalty. The attachment had a significantly positive influence on place attachment. Brand equity had a significantly positive effect on brand loyalty. The perceived quality and brand image as brand equity had a significant positive effect on place attachment. Brand Loyalty had a significantly positive impact on place attachment. Based on those results, it is expected that local governments are able to perform competitiveness securement of regional festival and marketing strategies.

영어초록

This study aims at investigating one famous cultural festival to celebrate local's famous figure, Hyoseok Lee, a noted novelist in Korea. This festival is considered as a newly formed festival as it has provided the celebrity-fronted festival programs for visitors such as writing contest and exhibition of illustrated poems. In this study, it discerns whether the property of central figures' attributes in a festival has an influence on intangible brand assets(brand equity), fidelity(brand loyalty) and affection(place attachment) for the region in Hyoseok Cultural Festival. For this, visitors to Hyoseok Cultural Festival were surveyed for empirical analysis. As a result, the expertise and attachment as central figures' attributes had a significantly positive influence on brand equity. The expertise had a significantly positive influence on brand loyalty. The attachment had a significantly positive influence on place attachment. Brand equity had a significantly positive effect on brand loyalty. The perceived quality and brand image as brand equity had a significant positive effect on place attachment. Brand Loyalty had a significantly positive impact on place attachment. Based on those results, it is expected that local governments are able to perform competitiveness securement of regional festival and marketing strategies.

참고자료

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