고객기반 브랜드자산(CBBE)을 활용한 개최지역의 방문객 이미지와 태도에 관한 연구

• 영문명: The Effect of Customer Based Brand Equity(CBBE) on Festival Image and Attitude toward the Host Region: A Case of Hampyeong Butterfly Festival
• 발행기관: 한국관광학회
• 저자명: 권상미 김성혁
• 간행물 정보: 『관광학연구』제33권 제6호, 195~214쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.11.30

영문 초록

This study is to examine the effect of the CBBE(Customer Based Brand Equity) of a local festival participants on their image of the festival and attitude toward festival host region. It also investigates the mediating effect of the host region's image on the relationship between CBBE of the festival and attitude toward the host region. 382 samples, which were collected at the 2009 Hampyeong Butterfly Festival using a systemic sampling method, were used as data for the analysis. Results of multiple regression analysis show that the perceived quality and brand royalty had a significantly positive influence on the image of host region. In addition, the perceived quality and brand royalty had a significantly positive influence on the attitude toward host region. Furthermore, the image had a significantly positive influence on the attitude toward host region.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사 설계

Ⅳ. 연구결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

지역축제 함평나비축제 브랜드자산 개최지역 이미지 개최지역 태도 Festival,Hampyeong butterfly festival,Brand equity,Host region's image Host region's attitude