Abstract
Many local festivals are held every year in South Korea, but not all of them are successful. So this study analyzes the success factors of the local festival based on brand images. This study proposes and tests value-attitude-behavior theory and brand images as the primary determinants of visitor’s decision formation using an PLS-SEM approach. A total of 286 valid questionnaires are collected from visitors who joined the Geumsan ginseng festival. The results of this study reveal that both differentiation and environmental friendliness are significant determinants of value toward local festival, whereas familiarity is not. Also, our results show that value had significant impacts on attitude and behavioral intention. Specially relationship between value and behavior intention are significantly mediated by attitude. This study contributes to local festival literature by exploring the role of brand image on value-attitude-behavior theory. It provides insights into appropriate strategies for the local festival and tourism industry and offers practical suggestions to government organizations for using local festival as a destination marketing tool.
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