스토리텔링 선택속성이 브랜드자산, 브랜드 태도, 브랜드충성도에 미치는 영향

• 영문명: Select the Properties of Storytelling Effects on the Festival of Brand Equity, Brand Attitude and Brand Loyalty: Focused on the ‘Sungsan Ilchul Festival’
• 발행기관: 관광경영학회
• 저자명: 부창산
• 간행물 정보: 『관광경영연구』제23권 제1호, 23~44쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.01.31

영문 초록

The purpose of this study is to identify a new festival expression technique to communicate with tourists through a series of interactive stories, thereby applying to local festival storytelling. This study focus on storytelling factors as uniqueness, attraction, interest, and sensibility. The relationship between brand equity and attitude and loyalty was analyzed through structural equation model. For the effect of storytelling selection attribute on brand equity, only emotional factor was adopted in case of storytelling selection attribute on brand recognition. In case of the effect of storytelling selection attribute on brand image, only the uniqueness and attractiveness were adopted. It means that emotional factors such as festival story program, memorable moments and unforgettable experience, etc positively influence on storytelling selection. Future study, therefore, is needed to develop various, specialized attractiveness and interest to raise the value of brand equity. The relationship between festival brand equity and brand attitude, the relationship between brand equity and brand loyalty, and the relationship between brand attitude and brand loyalty were proved to have a significant influence. Limitation of this study is that it only focused on festival goers at Seongsan Sunrise Festival, which is not good enough to generalize to overall local festivals. Further study is needed to expand its research area including time and space factor to plan concrete and specialized festival.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Storytelling Choice Attributes Equity Attitude Loyalty