Abstract
Cheorwon Hantangang River Ice Trekking is a festival where tourists walk on the frozen river looking at beautiful basalt canyons and columnar joint. It is necessary to provide experience elements with unique contents to tourists. The purpose of this study is to enhance the brand value of the festival and predict the tourists’ behavior intention through the experience of the Hantangang River Ice Trekking based on the experiment economic theory of Pine & Gilmore(1988). The survey was conducted for more than twenties(n=294) at the site. As a result of the analysis, entertainment and aesthetic experience of the Hantangang River ice trekking had a significant impact on brand value. However, educational and escapist experience did not have a significant impact on brand value. Also, brand value had a significant impact on behavior intention. It puts forward the practical implications for enhancing the competitiveness of the festival.
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