지역축제 매력성이 지역브랜드자산에 미치는 영향 연구 -강진청자축제를 중심으로-
분야
사회과학 > 관광학
저자
신현식 ( Hyun Sik Shin ) , 전영주 ( Young Ju Jun )
발행기관
관광경영학회
간행물정보
관광경영연구 2012년, 제52권 179~197페이지(총19페이지)
파일형식
31600788.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    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.
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