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Effects of Cultural Tourism Festival's Experiential Elements on Brand Value and Festival Image : With Focus on Ganggyeong Fermented Seafood Festival
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문화관광축제 체험요소가 브랜드가치와 축제이미지에 미치는 영향 : 강경발효젓갈축제를 중심으로

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Type
Academic journal
Author
Won-Jung Noh (경기대학교) Jin-Ho Jee (건양대학교)
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.13 No.3 KCI Accredited Journals
Published
2013.3
Pages
414 - 427 (14page)

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Effects of Cultural Tourism Festival's Experiential Elements on Brand Value and Festival Image : With Focus on Ganggyeong Fermented Seafood Festival
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The purpose of this study was to examine the effects of cultural tourism festival"s experiential elements on brand value and festival image. The object of this study was the participants of Ganggyeong Fermented Seafood Festival. 260 questionnaires were distributed and analyzed 251 collected questionnaires with SPSS18.0. The results of this study are summarized as followings. First, cultural tourism festival"s experiential elements influences brand value, and playfulness, placeness and deviation among the variables of experiential elements positively influence. Second, uniqueness, contents, and functionality of variables of brand value positively influence festival image. It showed that when the organizer offered exciting experiential program which the participants didn"t experienced, it influenced brand value and festival image more positively.
#체험요소 #브랜드가치 #축제이미지 #Experiential Elements #Brand Value #Festival Image

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구가설 및 조사설계
Ⅳ. 실증분석 결과
Ⅴ. 결론
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References (8)

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고동우. 축제 방문자의 내생적 체험과 외생적 체험 비교 연구. 관광레저연구. 2005 dbpia 서철현, 안현영, 김용철. 지역축제의 브랜드가치, 브랜드이미지, 브랜드태도에 관한 연구. 관광연구. 2009 google schola 이범재, 정경일. 축제프로그램의 체험만족이 재방문의사 및 추천의사에 미치는 영향. 관광학연구. 2009 google schola 이훈. 축제체험의 개념적 구성모형. 관광학연구. 2006 google schola 임명재, 김석출. 관광목적지 브랜드 자산의 구성요인과 효과위계 검증. 한국콘텐츠학회논문지. 2009 dbpia

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