지역축제 브랜드자산과 축제성과의 관계에서 개최지역태도의 매개효과

Abstract

The purpose of this study is to investigate the mediating effect of host region attitudes in the relationship between festival visitors' local festival brand equity and festival performance. The analysis results obtained in this study are as follows. First, among local festival brand equity, the higher the brand value and brand quality, the better the festival performance. Second, among the local festival brand equity, the higher the brand image, brand value, and brand quality, the better the attitude of the hosting region. Third, the host region attitude was found to have a positive effect on tourism industry performance, socio-cultural performance, environmental performance, political performance, and economic performance. Last, in the relationship between local festival brand equity and festival performance, it was confirmed that the host region attitude had a partial mediating effect.