기업의 축제스폰서십 참여 결정요인 및 축제주최자와 기업의 인식 차이 연구

• 영문명: A Study on Industry Decision Making Factors for Participating in Festival Sponsorship and difference in perception on Decision Making Factors between business corporates and festival host groups
• 발행기관: 관광경영학회
• 저자명: 심재길 임동혁 남문희 정강환
• 간행물 정보: 『관광경영연구』제22권 제5호, 465~486쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.09.30

영문 초록

This study aims to understand better how a company decides to participate in festival sponsorship and what the most important element is. Also with this regard, it intends to figure out perception gap between business corporate and festival host groups if any. The study set up a hypothesis that five factors including festival attraction, corporate strategy, brand exposure, influence of stakeholders, and benefits and marketing achievement have an effect on making a decision for participating in festival sponsorship. As a result of factor analysis, there is significant differences between festival hosts and companies. The implications of this study herein are as follows. Firstly, it is strongly suggested to develop a model of effectiveness measurement of festival sponsorship. Secondly, three different stakeholders such as festival programmers, corporates and sponsorship-specialized agencies should be able to fulfill each vibrant role and to be engaged in sponsorship promotion and long term relationship. Thirdly, festival host group including government officials or festival organizing committee is highly recommended to create marketing concept and strategies to utilize marketing activities accordingly, when a festival is planned or executed in the first place.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계 및 분석방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Festival Sponsorship Decision Making Factor Sponsorship Promoting