지역축제 매력성이 지역브랜드자산에 미치는 영향 연구

• 영문명: A study on the effects of the attraction of local festival to local brand equity: Focused on the 'Kangjin Celadon Festival'
• 발행기관: 관광경영학회
• 저자명: 신현식 전영주
• 간행물 정보: 『관광경영연구』제16권 제3호, 179~197쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.09.30

영문 초록

Recently, local festivals of our nation do its best for quality up through the contents differentiation and specialized management of programs as well as facilities. In other words, raising the attraction of festival. And due to the fact that festivals as a way of the local marketing have to be planned and operated with local brand strategy of the local government, this study shows an analysis of the effect relationship between attraction of local festival and local brand equity. The result of this study says that the attraction of local festival has a meaningful effect on the local brand equity. Especially, it revealed that three factors excepting purchase affect brand awareness and analyzed that the program is a variable to affect all four factors in the local brand equity. It is also analyzed that the brand awareness and image and perceived quality with respect to the cognitive level had a meaningful effect on the brand royalty by performing a verification of hierarchical effect among the brand equities. Therefore this study proposes the necessity which the local government and the festival office need to administer the local brand through the festival, and the contents with the attraction of local festival and the local brand equity of cognitive level.

목차

Ⅰ. 서론

Ⅱ. 연구의 이론 고찰

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

local festival Attraction of local festival Local brand Local brand equity