지역 축제의 한국춤 브랜드 전략이 지역 경쟁우위, 지역 이미지에 미치는 영향

Abstract

This study empirically analyzed how the Korean dance brand strategy of regional festival affected regional competitive advantage and regional image. In addition, the effect of regional competitive advantage on regional image was also tested. In addition, this study conducted an online survey on subjects who had experience watching Korean dance performances at the Baekje Cultural Festival and the Baekje World Heritage Festival in the Baekje Cultural Zone (Gongju/Buyeo/Iksan). The online survey was conducted for a total of 7 days from May 6 to May 13, 2022. The online survey was distributed to 1,062 people, of which 201 (18.9%) completed their responses. Structural equation model analysis was performed on the collected data using SmartPLS statistical program, and the analysis results are as follows.BR (1) The influence of the Korean dance brand strategy of regional festival on regional competitive advantage was examined. As a result of the analysis, it was found that, among the brand strategies of Korean dance, economic value and regional value had a statistically significant positive (+) effect on regional competitive advantage. However, cultural value, lasting value, and globalization value were not statistically significant. (2) The influence of the Korean dance brand strategy of regional festival on regional image was examined. As a result of the analysis, it was found that among the brand strategies of Korean dance, lasting value and globalization value had a statistically significant positive (+) effect on the regional image. However, economic value, cultural value, and regional value were not statistically significant. (3) The influence of regional competitive advantage on regional image was examined. As a result of the analysis, it was found that the regional competitive advantage had a statistically significant positive (+) effect on the regional image.