지역 문화축제의 서비스품질이 브랜드자산, 만족도에 미치는 영향 : 남원 춘향제 중심으로

Abstract

This study was conducted as an example, focusing on the 92nd Namwon Chunhyang Festival in 2022. Namwon Chunhyang Festival is a local cultural festival that has been held since 1931, and it is a local cultural festival in Namwon that has been around 92 times so far, and is a local cultural festival with high brand asset value. The subjects of this study were visitors who participated during the festival. The survey was conducted during the festival from May 04 to May 8, 2022. Among the 250 questionnaires, 13 copies of the questionnaire that responded faithfully were excluded. A total of 237 copies were used as final analysis as effective samples. The analysis method used in this study was first data coded in Excel and then analyzed using SPSS 22.0 for Windows. The results of the research hypothesis test are as follows. First, among the four factors of service quality of the culture and arts festival, ‘content’, ‘convenience’, and ‘reliability’ showed significant results in brand assets. Second, among the four factors of service quality of the culture and arts festival, ‘reliability’, ‘content’, and ‘convenience’ showed significant results. Finally, among the three factors of brand assets, ‘perceived quality’ and ‘image’ showed significant results in satisfaction. However, this study was studied as a participant in the festival before the social distance of COVID-19 was completely released. The study was conducted limited to local cultural festival participants. It is considered to be a more meaningful study if analyzed after the social distance is completely lifted. In addition, this study did not identify the types of visits by participants in local cultural festivals. If high satisfaction by age, lifestyle, cultural festival culture, and history is categorized, it is expected that more meaningful data will be provided to revitalize cultural festivals in the future.