Recently, local festivals of our nation do its best for quality up through the contents differentiation and specialized management of programs as well as facilities. In other words, raising the attraction of festival. And due to the fact that festivals as a way of the local marketing have to be planned and operated with local brand strategy of the local government, this study shows an analysis of the effect relationship between attraction of local festival and local brand equity. The result of this study says that the attraction of local festival has a meaningful effect on the local brand equity. Especially, it revealed that three factors excepting purchase affect brand awareness and analyzed that the program is a variable to affect all four factors in the local brand equity. It is also analyzed that the brand awareness and image and perceived quality with respect to the cognitive level had a meaningful effect on the brand royalty by performing a verification of hierarchical effect among the brand equities. Therefore this study proposes the necessity which the local government and the festival office need to administer the local brand through the festival, and the contents with the attraction of local festival and the local brand equity of cognitive level.
ABSTRACT Ⅰ. 서론 Ⅱ. 연구의 이론 고찰 1. 지역축제 매력성 2. 지역브랜드자산 Ⅲ. 연구 설계 1. 연구모형 및 가설설정 2. 변수의 조작적 정의 및 설문지 구성 3. 자료수집과 분석방법 Ⅳ. 분석결과 1. 조사대상자의 인구통계적 특성 2. 신뢰도 및 타당도 분석 결과 3. 가설검증 Ⅴ. 결론 참고문헌
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