기업주도형 축제 인지도가 기업의 사회적 책임과 기업이미지에 미치는 영향

• 영문명: The Effect of Awareness of Corporate Held Festival on Corporate Social Responsibility and Corporate Image: A Case Study of 2019 Gyejoksan Bare-Foot Festival
• 발행기관: 관광경영학회
• 저자명: 오선희
• 간행물 정보: 『관광경영연구』제23권 제4호, 71~91쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.07.31

영문 초록

Corporate has changed its approach to CSR(Corporate Social Responsibility) from corporate philanthropy including monetary donation and aid into supporting cultural and arts activities as a strategic marketing so as to satisfy customers who seek quality of life and value and to build strong emotional connections with the customers. On the other hand, municipal governments have competitively held regional festivals using its local assets for place marketing in order to contribute to the competitiveness of the region. Therefore, community-based corporate can sponsor or hold local festivals to contribute to communities where place marketing is needed while practicing CSR at the same time. The Gyejoksan Barefoot Festival is a corporate-driven local festival that has been held by Mackiss Company since 2006. The Chungnam based company has built red clay road around Geyjok mountain which is a public place. The Gyejoksan Barefoot Festival is differentiated from other private local festivals in some ways; it has a unique content such as walking barefoot on the red clay road and Geyjoksan became a famous place while Mackiss Company has been practicing CSR. The purpose of this study is to investigate the effects of awareness about corporate-driven festivals on CSR and corporate image focusing the Gyejoksan Barefoot Festival. As a result, it was found that awareness of corporate-driven festival affects corporate image and SCR. The characteristics of corporate-driven festival can be changed according to the role of CSR in addition to the improvement of corporate image.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Local Festival Corporate-Held Awareness Corporate Social Responsibility Corporate Image