Abstract
This study empirically analyzed the relationship between festival performance, local image, and local loyalty centering on the Gangneung Coffee Festival, which is actively promoting the festival brand strategy. To achieve this purpose, a total of 400 questionnaires for local residents who visited the Gangneung Arena Coffee Festival, the venue of the 11th Gangneung Coffee Festival and Anmok Coffee Street, were surveyed on October 3, 2019. A total 400 people answered the survey and data of a total of 366 people was applied by positive analysis except for 34 questionnaires without sincerity.<BR> The results are as follows: First, festival performance has a positive effect on the local image. Second, festival performance has a positive effect on local loyalty. Third, the local image has a positive effect on local loyalty. Finally, the implications and limits of the study have been discussed.
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