Abstract
This study investigates the impact of local festival experiences on local image and local affinity for the Yeongju Seonbi Culture Festival held in Yeongju, the hometown of Seonbi. As a result of the study, it was found that the experience of local festivals had a significant effect on both local image and local loyalty. In particular, the influence relationship related to the local image appeared in the order of aesthetic, educational, escape, and entertainment experiences, and in terms of local loyalty, educational, aesthetic, entertainment, and escape experiences. Regional images were found to be significant in local loyalty. In the end, it can be seen that educational and aesthetic experiences must be emphasized in order to increase local image and local loyalty through the festival. It is interpreted that the regional axial experience will be important to plan and operate interactions that stimulate visitors
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
