축제유형별 브랜드개성의 차이를 활용한 대전엑스포과학공원 활성화 방안

• 영문명: A Study on the Increasing Attractiveness of Daejon Expo Science Park Based on the Brand Personalities in Its Festivals
• 발행기관: 한국관광학회
• 저자명: 박근수
• 간행물 정보: 『관광학연구』제28권 제2호, 253~270쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2004.10.31

영문 초록

The purpose of the study is to increase the attractiveness of Daejun Expo Science Park by identifying and categorizing 23 festivals into 5 different brand types according to their corresponding brand personalities. The results of the study revealed significant implications. Five different brand types were first identified for the 23 festivals held in Daejun Expo Science Park in 2003. There were significant differences in the perceived brand types of festival-goers, depending on their demographic characteristics. Among the five brand types, the educational and entertainment brand types were determined to be the most attractive. This means that the managers of Daejun Expo Science Park must focus on festivals geared towards these two brand types, and must reduce the proportion of the other types of festivals that were deemed less attractive.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과와 시사점

Ⅴ. 결론

참고문헌

키워드

축제브랜드개성 대전엑스포과학공원 축제브랜드유형