Abstract
The purpose of this study is to investigate the influence of cultural and artistic tourism experiences on brand equity, attitude and loyalty. This is because it is possible to promote and market culture and art tourism in Jeollabuk-do and to seek ways to expand tourist attraction, and to enhance the image of culture and art tourism and Jeollabuk-do. First, in order to understand the effect of cultural and artistic tourism experience on brand assets (images), a regression analysis was conducted by analyzing each item of culture and arts tourism. It was found to have a significant effect on (image). Second, in order to understand the influence of cultural art tourism experience on brand assets (cognition), a regression analysis was conducted by analyzing each item of culture and art tourism. As a result, it was found that entertainment, educational, and deviant factors had a significant influence among the factors of cultural art tourism experience, and education seemed to be the most affected. Third, a regression analysis was conducted by analyzing each item of culture and art tourism to understand the effect of cultural art tourism experience on brand assets (perceptual quality). As a result, it was found that entertainment, educational, deviant, and psychological factors all had a significant influence among the factors of cultural art tourism experience. Fourth, in order to understand the influence of cultural and artistic tourism experiences on attitudes, a regression analysis was conducted by analyzing each item of culture and arts tourism. As a result, it was found that entertainment, educational, and psychological factors among the factors of cultural art tourism experience had a significant effect, but the deviant factor did not have a significant effect. Fifth, in order to understand the influence of cultural and artistic tourism experiences on loyalty, a regression analysis was conducted by analyzing each item of culture and arts tourism. As a result, it was found that educational and psychological factors had a significant influence among the factors of cultural art tourism experience, but entertainment and deviant factors did not have a significant effect. Sixth, in order to understand the influence of brand equity on attitudes, regression analysis was conducted by analyzing each item of brand equity. As a result, among the factors of brand equity, image, perception, and perceived quality all had a significant effect, while entertainment and deviant factors did not have a significant effect.
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