Abstract
Purpose - This study examined the relationship between local attachment, prior knowledge and involvement in the festival, and local image, attitudes toward and support for the festival among people who have visited the Incheon Pentaport Music Festival, the largest music festival in Korea. Design/methodology/approach - A total of 250 samples were used for the final analysis, and SPSS 26.0 and AMOS 21.0 were used to analyze the data. The structural equation model analysis was conducted to test the hypotheses of this study. Findings - As a result of the analysis, first, only local attachment was found to have a positive and significant effect on local image. On the other hand, prior knowledge or involvement in the Incheon Pentaport Music Festival was found to be unrelated to local image. Second, local attachment and involvement were found to have a significant effect on attitude, but prior knowledge was not significant. Last, this paper examined the influence of festival area image and attitude toward the festival on festival support, and found that both have a positive and significant effect on support. Research implications or Originality - This study expands the scope of research on music festivals and is expected to contribute to tourist attraction and marketing strategies for the revitalization of music festivals in the future.
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