Earticle

본 연구는 본 연구는 스포츠 참여 지역주민들이 스포츠 활동을 하면서 설정되는 각자의 친환경적 성향이 스포츠상 황에서 나타나는 지역에 대한 이미지의 긍정적인 변화를 추구하고 그에 따른 애호도 및 지역발전을 향상할 수 있는 방안을 깊이 있게 파악하고 연구하는데 그 목적이 있다. 이를 위해 지역스포츠 참여가 가능한 공공, 사설 시설 6곳을 선정하여 지역적 안배를 통해 총 600명을 표집하였고, 그 중 유효표본 514명으로 자료를 최종 분석에 사용하였으며 조사도구로는 설문지를 사용하였다. 이러한 자료 분석의 결과를 바탕으로 도출된 결론은 다음과 같다. 스포츠 참여 지역주민들의 친환 경적 성향과 지역이미지, 애호도 및 지역발전 간의 인과관계가 있는 것으로 나타났다.

The study examined closely about how the environment-friendly propensity in local residents with sport participation has influence upon regional image, loyalty, and regional development. Thus, the aim is to deeply grasp and inquire into a plan that each environment-friendly propensity, which is established while the local residents with sport participation are doing sports activities, can pursue a positive change in the image on a region, which is shown in a sports situation, and can improve loyalty and regional development according to it. To this end, 6 places of the public and private facilities available for the regional sport participation were selected. Through the regional arrangement, totally 600 people were sampled. The materials of 514 people as the valid sample among the rest were used in the final analysis. A survey tool was used questionnaire. The following are the conclusions that were elicited on the basis of these data analysis results.purpose. it was indicated that there is the causal relationship among the environment-friendly propensity in local residents with sport participation, the regional image, the loyalty, and the regional development.

본 연구는 e스포츠 이벤트 개최에 따른 지역사회 기여도와 지역이미지, 지역사회지지 간의 구조적 관계를 규명하 였으며, 지역 경제 활성화 및 e스포츠 저변 확대를 위한 실증적 자료를 제공하는데 의의가 있다. 이에 e스포츠 경기장이 위치한 부산, 광주, 대전광역시 지역주민들을 대상으로 선정하였고, 온라인 및 대면 설문지를 배포해 총 272부를 최종 분석에 사용하였다. 자료처리방법은 SPSS 21.0과 AMOS 22.0을 이용하여 빈도분석, 확인적 요인분석, 상관분석, 신뢰 도분석, 구조방정식 모형 분석을 이용하였고, 연구 결과를 바탕으로 다음과 같은 결론은 도출하였다. 첫째, e스포츠 이벤트 개최에 따른 지역사회 기여도의 하위요인인 도시 홍보 효과와 문화적 효과는 지역이미지에 유의한 영향을 미치는 것으로 나타났다. 둘째, e스포츠 이벤트 개최에 따른 지역사회 기여도의 하위요인인 문화적 효과는 지역사회지지에 유의한 영향을 미치는 것으로 나타났다. 셋째, e스포츠 이벤트 개최에 따른 지역이미지는 지역사회지지에 긍정적인 영향을 미치는 것으로 나타났다.

This study investigated the contribution of the local community, the local image, and the support of the local community according to the hosting of eSports events, and it is meaningful in providing empirical data for revitalizing the local economy and expanding the base of eSports. Accordingly, residents of Busan, Gwangju, and Daejeon, where eSports stadiums are located, were selected for the final analysis. For data processing methods, frequency analysis, confirmatory factor analysis, correlation analysis, reliability analysis, and structural equation model analysis were used using SPSS 21.0 and AMOS 22.0, and the following conclusions were drawn based on the research results. First, it was found that the urban publicity effect and cultural effect, which are sub-factors of the contribution to the local community following the hosting of eSports events, had a significant effect on the local image. Second, cultural effect, which is a sub-factor of community contribution according to e-sports event hosting, was found to have a significant effect on community support. Third, it was found that the local image following the eSports event had a positive effect on the support of the local community.

본 연구는 지역사회에서 주최하는 스포츠이벤트의 공유가치창출, 지역이미지 및 지역주민의 충성도의 구조적 관계를 규명하는데 목적을 두고 연구를 진행하였다. 이를 위해 스포츠이벤트 개최지역 주민 250명을 편의표본추출법을 이용하여 모집단으로 선정한 후 설문조사를 실시하였으며, 회수된 설문지 중 232부를 최종분석에 이용하였다. SPSS 24.0과 AMOS 18.0을 사용하여 통계 분석하였으며, 그 결과는 다음과 같이 나타났다. 첫째, 공유가치창출은 지역이미지 에 정적영향을 미치는 것으로 나타났다. 둘째, 공유가치창출은 지역주민의 충성도에 정적영향을 미치는 것으로 나타났다. 셋째, 지역이미지는 지역주민의 충성도에 정적영향을 미치는 것으로 나타났다.

This study was conducted with the aim of identifying the structural relationship between the creation of shared value, local image and loyalty of local residents of sports events hosted by local communities. To this end, 250 residents of the sports event host region were selected as a population using the convenience sample extraction method and 232 of the collected questionnaire were used for the final analysis. Statistical analysis was done using SPSS 24.0 and AMOS 18.0, and the results were as follows: First, it was found that the creation of shared values had a static effect on the local image. Second, the creation of shared values has a static effect on the loyalty of local residents. Third, the local image was shown to have a static effect on the loyalty of local residents.

This study’s purpose is to find out the image of local food and its effect on the satisfaction of the food according to the food life style for tourists visiting Suncheon. For this purpose of the study, 316 questionnaires were collected from tourists visiting Suncheon City and used for statistical analysis. The sub-factors of dietary life style were divided into health, palate, trend, and experience. In addition, the sub-factors of local food image were divided into aromatic, aesthetic and health discrimination. In this study, a correlation analysis was conducted after securing conceptual validity and reliability. The study’s results were as follows. First, the dietary lifestyle of tourists visiting Suncheon City was found to have a partial influence on the image of local food. Second, the local food image of Suncheon City was found to have positive effect on the satisfaction of all four lower factors. Third, all four sub-factors of the diet lifestyle of tourists visiting Suncheon City were found to have a positive influence on satisfaction. The implications of this study are as follows. Theoretically, we studied tourism and lifestyle that had been studied so far, eating life style of foreign tourists, and food life style of domestic tourists, unlike studies of food life style that were limited to HMR. From a business perspective, the restaurant's physical environment, the restaurant's multi-space items, and local food brand identity are provided through a custom food tour course.

The purpose of this study is to examine the causal relationships among the perception of the Collective Efficacy, the Local Brand Image, the Local Brand Attitude, and the Local Brand Loyalty and to find policy implications on successful local development and place marketing's strategies. To achieve this purpose, this study reviews the existing literatures about the Efficacy, the Regional Brand and the Brand Equity, and then formulates some study hypotheses, and finally verifies them using a structural equation model. The main results of this study are as follows. 1) The Collective Efficacy affects the Local Brand Images which are the Tourism Image and the Investment Image. 2) The Collective Efficacy affects the Local Brand Attitude and the Local Brand Loyalty. 3) The Brand Images have statistically significant effects on the Local Brand Attitude. 4) The Local Brand Loyalty is affected by the Local Brand Attitude. The policy implications of theses finding is as follow. In order to make successfully the Local Brand Equity which are included by the Brand Image, the Brand Attitude, and the Brand Loyalty. The Local Government should make the best efforts to enhance residents participation by the program. That is to say, The local authorities and the local residents should work together in the local community's business such as the Local Festival or the Place Marketing Programs.

The purpose of this study is to consider the relation between the deciding factors of local identity and local image improvement. To achieve this purpose, the deciding factors of local identity have been set as the following four: historical identity, cultural identity, (nature) scenery identity, and industrial identity. The writer has established a model to represent the relation between these factors and the local image improvement, namely 'Visitor Satisfaction' and 'Revisit Intentions', and framed a hypothesis for empirical verification. The study results are as follows: First, the deciding factors of local identity which this study addressed are empirically proven to have a significant effect on the visitor satisfaction and the intention to revisit in which is it likely that the greater the impact of the deciding factors, the higher the visitor satisfaction and revisit intentions would be. Second, the deciding factors of local identity, it appears that the 'historical identity' factor had the largest impact on the visitor satisfaction, and the 'cultural identity' factor had the largest impact on the revisit intentions. Therefore, of the four deciding factors, the 'historical identity' should be considered the highest priority to increase the visitor satisfaction, and the 'cultural identity' should be considered the highest priority to increase the revisit intentions. Third, based on the verification of the relation between the visitor satisfaction and revisit intentions, it can be presumed that the greater the visitor satisfaction, the higher the revisit intentions would be.

A study on the Behavior response of Emotional response and Local image for the Experience value by the Theme tourism. There are 4 hypotheses based on Theme tourism reviews. Then we tested the data from questionnaires using SPSS 22.0. the data were collected for a month from January 10 to March 30. First, according to analysed result, three out of six as affective facts of The Experience value influenced on Emotional response. Second, five out of six as affective facts of The Experience value on Local image(affective image) and three out of six as affective facts of The Experience value on Local image(cognitive image) third, one out of one as affective facts of Emotional response influenced on Behavior response(Recommend intention) and one out of one as affective facts of Emotional response influenced on Behavior response(Revisit intention). Last, one out of two as affective facts of Local image influenced on Behavior response and two out of two as affective facts of Local image influenced on Behavior response(Revisit intention). As the result of this study, we will attract Theme tourists with better tourism products. It is necessary to seek and utilize it as a marketing plan through proper price and cost and A variety of infrastructure is being built and We must focus on the linkage with tourism and find solutions to improve tour product in Hwaseong-si so as not to lose sight of tourism development. Therefore, Hwaseong-si will have to try to show Differentiated theme product of Korea.

본 연구의 목적은 LPGA 대회 개최에 따른 지역사회 혜택과 지역이미지, 지역주민의 지지와의 관계를 알아보고 이를 통한 스포츠이벤트의 성공적인 개최를 위한 방안수립을 위한 기초자료를 제공하는 데 그 목적이 있다. 본 연구의 목적을 달성하기 위해 2014년 10월 16일~19일에 개최된 2014 LPGA 하나 외환 챔피언십의 개최지역인 영 종도 주민들을 대상으로 조사하였으며 405부를 최종분석에 사용하였다. 조사도구는 설문지로 인구통계학적특성 4 문항, 지역사회혜택 17문항, 지역이미지 3문항, 지역주민의 지지 4문항으로 구성하였다. 확인적 요인분석 (Confirmatory Factor Analysis: CFA)을 실시하였으며, 변인 간 관계 규명을 위해 구조방정식모형(Structural Equation Model: SEM) 검증을 실시하였다. 모형검증은 최대우도법(Maximum Likelihood)을 이용하였으며, CR(Critical Ratio)값을 이용, 경로계수의 유의성을 판단하였다. 자료는 SPSS WIN Ver 17.0과 AMOS 18.0을 활용하 여 처리하였다. SEM분석을 통해 연구모형의 적합도를 검사한 후 가설을 검증하였다. 그 결과를 살펴보면 다음과 같다. 첫째, 지역사회 혜택은 지역이미지에 영향을 미치는 것으로 나타났다. 둘째, 지역사회 혜택은 지역주민의 지지에 영향을 미치는 것으로 나타났다. 셋째, 지역이미지는 지역주민의 지지에 영향을 미치는 것으로 나타났다.

The purpose of this study was to provide the basic data of the plan establishment for the successful hosting of sporting events relationship by examining the benefits of local community, local image and the relationship between residents and supports. For this study, residents of Yeongjong-do where the venue of hosting for 2014 LPGA HANA-KEB Championship from October 16th to 19th, 2014 were investigated and a total of 405 copies were used for the final analysis. The questionnaire was divided into the questions of the socio-demographic characteristics( 4 questions), the benefits of local community(17 questions), local image(3 questions), the support of local residents(4 questions). To verify the identification of relationship, CFA(Confirmatory Factor Analysis) and SEM(Structure Equation Model) and Maximum likelyhood for were used. SPSS win ver17.0 and AMOS 18.0 were used for the process of data. The hypothesis was proved after inspecting the fit of research model as follow. First, the benefits of local community have effects on local image. Second, the benefits of local community have effects on the support of residents. Third, local image has effects on the support of local residents.

본 연구의 목적은 무주 지역주민과 태권도원 방문객을 대상으로 환경단서, 방문체험, 지역이미지 및 재방문의 관 계를 체계적으로 규명하고자 하였다. 이를 바탕으로 환경단서와 지역이미지 및 재방문의 중요성을 이해하여 무주태권 도원의 지속가능한 성장에 가치 있는 정보를 제공하는데 연구의 목적을 두었다. 연구문제를 해결하기 위하여 연구대상 은 태권도원을 방문한 관광객을 대상으로 선정하였고, 태권도원의 협조를 얻은 후, 연구보조자 3인과 연구자가 직접 해 당 무주군 및 태권도원을 방문하여 설문조사를 실시하였다. 총 500부의 설문지를 배포한 후, 신뢰성이 결여된 21부의 설문자료는 제외한 후 최종 자료 처리하였다. 자료처리는 설문문항의 설명 및 연구대상의 인구통계학적 특성을 파악하 기 위해서 SPSS WIN 21.0을 활용하여 기술통계, 빈도분석, 상관분석 및 신뢰도 분석을 실시하였다. 또한, 연구모형의 구조관계를 도출하기 위하여 LISREL 8.80을 사용하여 확인적 요인분석과 구조방정식 모형분석(SEM: Structural Equation Modeling)을 실시하였다. 실증분석 결과 첫째, 무주 태권도원의 환경단서와 방문체험은 지역이미지에 유의 한 영향을 미치는 것으로 나타났다. 둘째, 무주 태권도원의 환경단서와 방문체험은 재방문에 유의한 영향을 미치는 것으 로 나타났다. 셋째, 무주 태권도원의 지역이미지는 태권도원 재방문에 유의한 영향을 미치는 것으로 나타났다.

This study was to explore the relationship among the environment cues, visit experience, local image and revisit in the Muju Taekwondowon. The survey was conducted on the registered visitors of the Muju Taekwondowon. Except for twenty-one questionnaires, final 479 out of 500 ones was statistically managed and SPSS 21.0 and LISREL 8.80 were used for statistical analysis. The result of this research was as follows. First, the environment cues of the Muju Taekwondowon are significant to local image. And the visit experience in Muju Taekwondowon is significant to local image. Second, the environment cues of the Muju Taekwondowon are significant to revisit of Taekwondowon visitors. And the visit experience in Muju Taekwondowon is significant to revisit of Taekwondowon visitors. Third, the local image through Muju Taekwondowon are significant to revisit of Taekwondowon visitors.

A study on the effect of environment cues of the theme tourism on local image and visit satisfaction and revisit Intention. The purpose of the study is to promote tourism in the area through the local image and visit satisfation and revisit intention by environment crues of the theme tourism. There are 3 hypotheses based on Environment, Image, satisfaction and Intention reviews. Then we tested the data from questionnaires using SPSS 22.0. the data were collected for a month from May 12 to July 31. First, according to analysed result, Four out of four as affective facts of The Environment crues influenced on A Cognitive image of The Local image. And four out of four as affective facts of The Environment crues influenced on An Emotional image of The Local image. second, Two out of two as affective facts of The Local image influenced on Visit satisfation. Lastly, one out of one as affective facts of The Visit satisfaction influenced on Revisit intention. As the result of this study, Environmental clues about the Hwaseong-si area give the theme tourists an image of the region as being positive, happy and safe, and more and more tourists are looking to explore and explore new areas in Hwaseong-si. We should strive to become Hwaseong-si, an international tourism city that will actively promote and promote growth and development in the marketing aspect. And continuous planning and proceedings that fit unique ideas, differentiated items, content and trends will have to attract by many visitors. In conclusion, if we develop or plan new, creative, and differentiated things to satisfy the five senses, it is considered that cities and regions will be loved by both domestic and foreign tourists. Therefore, we should dream and strive for Hwaseong-si in the world that has developed a new level by enhancing Korea's image.

본 연구의 목적은 우리나라 지역 농ㆍ특산물 브랜드 가운데 지역한우브랜드를 중심으로 한우브랜드이미지의 활성화 방안을 모색하기 위함이다. 이를 위해 필요한 자료는 서울․경기도와 대구광역시의 소비자(n=510)들을 대상으로 설문지를 통해 수집하였으며, 다음과 같은 결과를 도출하였다. 첫째, 지역이미지와 브랜드이미지 간의 관계는 유의한 영향을 주는 것으로 나타났고, 둘째 지역 농ㆍ특산물 속성과 브랜드이미지 간의 관계도 통계적으로 유의한 영향을 주는 것으로 나타났다. 셋째, 브랜드이미지와 브랜드신뢰 간의 관계 역시 유의한 영향을 주는 것으로 나타났으며, 넷째 브랜드이미지와 브랜드태도 간의 관계에서도 유의한 영향을 주는 것으로 나타났다. 다섯째, 브랜드이미지와 구매의도 간의 관계에서는 통계적으로 유의하지 않은 것으로 나타났다. 여섯째, 브랜드신뢰와 브랜드태도 간의 관계에서는 유의한 영향을 주는 것으로 나타났으며, 일곱째 브랜드신뢰와 구매의도 간의 관계도 유의한 영향을 주는 것으로 나타났다. 마지막으로 브랜드태도와 구매의도 간의 관계 역시 유의한 영향을 주는 것으로 나타났다. 결론부분에 이와 관련된 이론적 시사점과 마케팅적 시사점 그리고 연구의 한계점과 향후 연구방향을 제시하였다.

The purpose of this research is to seek solution to invigoration of brand image of Hanwoo and its marketing strategy focused on regional Hanwoo brand among the nation’s agricultural specialty brands. For the data to check upon the research model and the hypothesis, survey was conducted, targeting the consumers(n=510) in Seoul, Gyeonggi Province and in Daegu Kwangyeok City. As for the analysis method, the structural equation method was used and the results were as shown under. First, the regional image and the brand image are relevant to each other. Second, regional agricultural specialty and the brand image are also relevant according to the statistics. Third, brand image and brand trust are again relevant. Forth, it is the same for the brand image and brand attitudes. Fifth, unlike the above four, brand image and the purchase intention are irrelevant. Sixth, brand trust and brand attitudes are again shown relevant. Seventh, the band trust and the purchase intention are also relevant. Eighth, the brand attitudes and the purchase intention are shown to be relevant, too. With the conclusion it had brought up the related theoretical implications, marketing implications, and the limitations of this research together with the future research directions.

본 연구의 목적은 지역 스포츠 이벤트에 따른 MZ세대들의 협력의사가 지역이미지 및 애호도에 미치는 영향을 규명하는데 있다. 연구 대상은 현재 강원도 영동지역(강릉, 동해, 속초, 삼척)에 거주하고 있는 주민들을 대상으로 총 191 명을 모집단으로 추출하였다. 자료처리는 부호화된 자료들을 컴퓨터에 개별 입력시킨 뒤 통계프로그램인 Window용 SPSS 26.0 version을 분석목적에 따라 이용하여 요인분석, 상관관계분석, 다중회귀분석을 실시하였다. 이러한 자료 분석의 결과를 바탕으로 도출된 결론은 다음과 같다. 첫째, 지역 스포츠 이벤트에 따른 MZ세대들의 협력의사는 지역이미 지에 유의한 영향을 미치는 것으로 나타났다. 둘째, 지역 스포츠 이벤트에 따른 MZ세대들의 협력의사는 애호도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 지역 스포츠 이벤트에 따른 MZ세대들의 협력의사와 지역이미지 및 애호도는 인과 적 관계가 있는 것으로 나타났다.

This study aims to investigate the effect of MZ generation's willingness to cooperate according to local sports events on local image and protection. The subject of this study was a total of 191 people living in the Yeongdong area of Gangwon-do (Gangneung, Donghae, Sokcho, and Samcheok) as the population. For data processing, the coded data were individually input into the computer, and factor analysis, correlation analysis, and multiple regression analysis were performed using the statistical program SPSS 26.0 version for Windows according to the analysis purpose. The conclusions drawn based on the results of this data analysis are as follows. First, it was found that the MZ generation's willingness to cooperate according to local sports events had a significant effect on the local image. Second, it was found that the MZ generation's willingness to cooperate according to local sporting events had a significant effect on protection. Third, it was found that there was a causal relationship between the MZ generation's willingness to cooperate and the local image and protection according to local sporting events.

The main purpose of this study is to research the effects of experiential value on the local image and behavioral intention. The study was intended to verify the effects on local image and behavioral intention based on the experiential value of coffee festival visitors in Gangneung, to suggest direction of improvement with the perspective of the visitors, and to present practical implications about revitalization of coffee festival. A survey was done on the visitors of Gangneung coffee festival for 4 days from September 30 to October 3, 2016. The study was performed with total 197 copies of samples, and the result showed that experiential value had a positive(+) effect on local image and behavioral intention. This study indicated that Gangneung coffee festival established itself as a coffee festival of Korea, and that it had a positive image from visitors. Although this study only revealed the degree of significance in the exploratory level, it revealed the effects that experiential value has on local image, the effects that local image has on behavioral intention, and the effects that experiential value has on behavioral intention, and it aroused the importance that should be appealed to tourists who visit Gangneung. Therefore, this study can be important suggestion for future studies in that it presented practically meaningful implications. As shown in the result of this study, it is necessary for Gangneung coffee festival to find methods to secure tourists of various ages by specializing the theme of coffee and to continuously improve and change the festival for local revitalization through development of various coffee related products for those who have interest in coffee.

The purpose of this study is to investigate the relationship among Social media marketing, local image and visit intention. The study obtained the following results : Hypothesis 1, All factors of social media tourism marketing had significant effects on the local image. Hypothesis 2, Only usefulness and timeliness the sub-factors of social media tourism marketing had a significant impact on the intention of the visit. Hypothesis 3, The local image also had significant effects on the visit intention. Hypothesis 4, All factors of social media tourism marketing had positive effects on the visit intention and this was mediated by the local image. The results of this study confirmed that the tourism information and tourism products provided through social media tourism marketing can directly influence the local image and the visit intention, which can amplify a revitalization or recession of the local tourism. This study aims to suggest the operational and theoretical implications for the increased management demands of the social media tourism marketing, the local image, and visit intention in the modern era in which local tourism acts as a local brand.

본 연구는 지역축제의 이미지가 방문객의 만족도 및 충성도에 미치는 영향에 대하여 실증분석을 통해 규명하고자 설문조사를 2017년 4월1일부터 2017년 4월14일까지 실시하였다. 최종설문지 240부를 SPSS 23.0 통계패키지를 이용하여 축제 이용경험자들의 인구 통계학적 사항을 파악하기위하여 빈도분석, 각 항목들의 상호연관성을 분석하기위해 탐색적 요인분석, 측정척도 신뢰성을 검증하기 위해서 Cronbach's α계수를 활용하여 신뢰도를 분석하였다. 측정 요인과 인구통계학적 특성간의 차이를 알아보기 위하여 분산분석을 실시하였다. 그리고 추출된 요인을 이용하여 지역축제 이미지가 방문객의 만족도 및 충성도에 미치는 영향관계를 검증하기 위해 단순(다중)회귀분석을 실시하였다. 분석결과 독립변수의 영향력은 편의성(β=0.344, p<0.001), 적합성(β=0.386, p<0.001) 유희성 (β=0.236, p<0.001)은 만족도에 정(+)의 영향을 나타내었다. 하지만 가치성(β=0.050, p>.05)은 만족도에 유의한 영향관계를 나타내지 못하였다. 따라서 축제이미지가 만족도에 미친다는 가설은 부분 채택되었다. 그리고 만족도가 충성도에 미치는 영향에서 표준화 계수인 β값은 만족도 0.757로 나타내었고, p<0.001로 통계적으로 유의하여 지역축제 만족도는 충성도에 영향을 미치는 것으로 분석되어 가설2는 채택되었다. 본 연구는 시사점으로는 첫째, 지역축제만족도를 높이기 위해서는 지방자치단체의 행사 기획자와 조직위원회 운영자들은 테마를 강화한 특화된 프로그램을 개발, 운영해야 하고, 지역축제 환경과 축제프로그램을 잘 갖추어야 된다는 시사점을 제시하고 있다. 둘째, 지역축제 방문객의 만족도를 증가시키기 위해서는 놀 거리와 즐길 거리가 풍부한 축제, 편리시설, 진행요원의 신속한 안내, 행사장의 안내시설과 식음료 시설 및 화장실 등을 사전에 완벽하게 준비하고 관리할 필요가 있다는 것을 시사점을 제시하고 있다. 마지막으로 지역축제 방문객의 만족도는 충성도, 즉, 재방문과 추천의도를 증가시킨다는 시사점을 제시하고 있다.

This study was conducted from April 1, 2017 to April 14, 2017 to investigate the effect of regional festival image on visitor satisfaction and loyalty through empirical analysis. In order to examine the research questions with the demographic characteristics of the festival participants, using the SPSS 23.0 statistical package, final 240 questionnaires were used. Frequency analysis, exploratory factor analysis and Cronbach's alpha coefficient for analyzing the reliability were adopted. Analysis of variance was conducted to investigate the difference between the measurement factors and demographic characteristics. Using the extracted factors, simple (multiple) regression analysis was performed to verify the effect of local festival image on visitor satisfaction and loyalty. The results showed that the influence of the independent variables was positively related to satisfaction (β = 0.344, p <0.001), fitness (β = 0.386, p <0.001), playability (β = 0.236, p <0.001). However, value (β = 0.050, p> .05) did not show a significant effect on satisfaction. Therefore, the hypothesis is partially adopted. The results of this study are as follows. First, the effect of satisfaction on the loyalty is shown as the satisfaction coefficient of 0.757 and the statistical significance of p <0.001. First, in order to increase the satisfaction of local festivals, event planners and organizers of local governments should develop and operate special programs strengthening themes and suggest that they should be equipped with local festival environment and festival programs. The Second, in order to increase the satisfaction of the local festival visitors, it is necessary to prepare and manage the festival, convenient facilities, quick guide of the facilitator, guide facilities of the event hall, food and beverage facilities and restroom. Finally, the satisfaction of the local festival visitor suggests the increase of the loyalty, that is, the visit and the recommendation intention.

Recently, the age of localization is an age of competition between local governments and city design. It has major influence upon city competition. In effect, The image of the a city acts as an integral factor. Gyeongju, as a historic city, has to develop itself as an elegant city, not only in dignity or image but also in establishing brand identification while maintaining its natural features in order to achieve city competition. Therefore the importance of the enhancement of city's image, a street walk and a signboard improvement cannot be neglected. On this point, this study focuses on signboard improvement using specific area designation in order to improve the city's dignity and image. Moreover, it also researches a local ordinance to regulate outdoor advertisements of excellent local goverments and two Japanese cities such as Kanazawa and Nara city. This comprehensive study recommends to revise and improve the local ordinance of outdoor advertisements in Gyeongju in order to beautify and strengthen the image of the city by the improvement of the signboard culture.

본 연구는 광주지역 미식 선호가 관광지 이미지와 참여 의향에 미치는 영향을 분석하였다. 다중회귀분석 결과, 한식류, 남도음식류, 탕·국류, 면류 모두 관광자원, 관광지환경, 먹거리, 교통 이미지에 유의미한 긍정적 영향을 준 것으로 나타나, 연구의 모든 가설이 채택되었다. 이는 광주지 역 음식문화가 관광지 인식 형성에 중요한 요인임을 보여준다. 그러나 한식류와 면류의 영향력은 남 도음식류나 탕·국류보다 낮게 나타나, 광주의 미식적 차별성이 충분히 인식되지 못하고 있음을 시 사한다. 따라서 지역 고유의 맛과 식문화를 현대적으로 재해석하고, 지역 식재료를 활용한 대표음식 개발과 체험형 관광콘텐츠 강화가 필요하다. 본 연구는 광주 미식자원의 관광 활성화 전략 마련을 위한 기본 자료로 활용될 수 있다.

This study analyzed the influence of culinary preferences in the Gwangju region on tourists’ destination image and intention to participate. Multiple regression analysis revealed that preferences for Korean cuisine, traditional Namdo dishes, soups, and noodles had significant positive effects on all sub-factors of destination image—tourism resources, environment, food, and transportation—thus supporting all hypotheses. These findings indicate that the local food culture of Gwangju plays a key role in shaping perceptions of tourism destinations. However, the relatively lower influence of Korean and noodle dishes compared to Namdo and soup dishes suggests that Gwangju’s culinary distinctiveness is not yet strongly perceived. Therefore, strategies to modernize traditional flavors, develop signature dishes utilizing local ingredients, and expand experiential food tourism programs are required. The results of this study provide fundamental insights for developing gastronomic tourism strategies that can enhance Gwangju’s regional tourism competitiveness.

The purpose of this study is to examine how storytelling affects local brand value and brand image, and how it affects behavior, and to find storytelling elements to enhance local brand value and image, and to present suggestions to activate local tourism. An empirical survey was conducted between May 1 and May 20, 2019, and 185 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, factor analysis, structural equation model analysis and study model hypotheses. Analysis showed that uniqueness, education, and interest affect brand value and brand image. Uniqueness and interest are affecting brand preference, which informs interesting local culture, history and educational content and needs a story that can satisfy knowledge acquisition. This study is believed to be used as a regional marketing material as storytelling has been proven to affect local brand values and images and to lead to behavior.