문화관광축제 체험과 개최지 브랜드자산 간의 영향관계 -몰입의 매개효과를 중심으로- = The Influence of Cultural Tourism Festivals Experience on Destination Brand Equity: Focused on The Mediation Effect of Flow

다국어 초록 (Multilingual Abstract)

Cultural tourism festivals are the optimized form of events for experiencing in modern society. The purposes of this study are to define how does it works on the experience of cultural tourism festivals and destination brand equity through the mediation effects of flow. The four hypotheses were tested on data collected from 498 festival participants and analyzed using SPSS 20 in the manner of EFA, multiple regression analysis. As a result of regressively analyzing the hypothesis and comprehensively verifying the research model of this study, Hypothesis 1 (that the cultural tourism festival experience would have meaningful influence on destination brand equity) was partially accepted. Hypothesis 2(that the festival experience would influence on flow experience) was all accepted except the think element. Also Hypothesis 3(that the flow experience would influence on destination brand equity) was fully accepted. Hypothesis 4 (that the other elements are partial mediation variables) was accepted. As this study highlights the mediating effects between the festival experience and the destination brand equity, this would become a new meaningful approach to academic research of festivals.