축제 체험마케팅이 축제 브랜드인지도와 지역애착심에 미치는 영향

• 영문명: Influence of Festival Experience Marketing on Festival Brand Awareness and Place Attachment
• 발행기관: 관광경영학회
• 저자명: 전혜진
• 간행물 정보: 『관광경영연구』제22권 제5호, 973~989쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.09.30

영문 초록

Countless festivals were held in the world as well as Korea. Therefore, for the long-term success of festival, it is important to carry on with distinctive differentiative strategy. Therefore, the purpose of this study is to examine the influence of festival experience marketing on festival brand awareness and place attachment. To achieve this goal, a survey was conducted to general festival participants for the empirical analysis. The findings of this study indicate that festival experience marketing has significant influence on festival brand awareness. Second, it also finds out that fetsival experience marketing positively related to place attachment. At last, festival brand awareness has positive relationship with place attachment.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Festival Experience Marketing Sponsorship Brand awareness Place attachment