地域 祝祭 브랜드 이미지가 祝祭 參與者 滿足과 祝祭브랜드 愛好度에 미치는 影響

• 영문명: The Study on How Local Festival Brand Image Influences to the Visitor's Satisfaction and the Festival Brand Loyalty : Focusing on 2010 Anseong Baudeogi Festival
• 발행기관: 청운대학교 관광산업연구소
• 저자명: 조영신(Cho, Young-Shin)
• 간행물 정보: 『관광산업연구』관광산업연구 제5권 제1호, 204~221쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.05.31

영문 초록

The aim of this study is find the visitor ’s satisfaction and the brand loyalty about local festival brand image, and then decide on a direction of festival, and suggest the alternative plan for Anseong Baudeogi Festival. The results of this practical research are as follows: First, the attraction, brand personality of local festival brand image has a positive influence on the visitor ’s satisfaction. But entertainment of local festival brand image have a negative influence on the visitor ’s satisfaction. Second, the entertainment, attraction of local festival brand image has a positive influence on the brand loyalty of visitor ’s. But brand personality of local festival brand image have a negative influence on the brand loyalty of visitor ’s. Third, the visitor ’s satisfaction has a positive influence on the brand loyalty of visitor ’s.

목차

ABSTRACT

Ⅰ. 서 론

Ⅱ. 이론적 고찰

Ⅲ. 연구의 설계

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

지역축제 브랜드 이미지 참여자 만족 축제 브랜드 애호도 Local Festival Brand Image Visitor's Satisfaction Festival Brand Loyalty