Abstract
This study aims to confirm through the case of the Busan International Film Festival (BIFF) how the image of the international film festival affects the image of the host city and the evaluation of tourist destinations through prior research. And the results of this study will give the necessary implications for improving the image of Busan. The results of this study are as follows. First, the image of the Busan International Film Festival had a significant impact on the image of the host region. Among the image factors of an international film festival, the event contents has a significant impact on the regional image. Second, the image of the Busan International Film Festival had a significant Among the factors of the international film festival image, event contents and event information have a significant impact on tourist destination evaluation. Third, regional image had a significant impact on tourists’ evaluation of touristdestinations. Regional image factors such as emotional image, cognitive image, and infrastructure all have a significant impact on tourist destination evaluation. As a tool to measure the experience of cultural tourists, the International Film Festival Image Scale has practical utility for successful festivals and stimulating the cultural desires of potential cultural tourists, and the influence relationship with regional image is significant as an attempt to understand the direction of regional economic revitalization through festivals.
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