지역축제의 관광체험성과 브랜드 가치, 동일시, 로열티 형성 간 영향 관계 = 가고파국화축제를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine relationship among tourism experience, brand value, congruity and loyaltyof local festival, and through of it, to suggest strategic direction for quality improvement of local festival. The sample for this study was 15th Gagopa Chrysanthemum Festival, 2015. and as an investigation method, we used self-writing survey method using Likert 7 degree scales. 437 survey sheets from 500 distributed sheets were collected and used for the statistical analysis. Empirical results are as follows; Firstly, entertainment experience, educational experience, escapist experience of tourism experience have influence on brand value directly and aesthetic experience of tourism experience has influence on brand congruity directly. Secondly, brand value has influence on brand congruity and brand loyalty directly. Thirdly, brand congruity has influence on brand loyalty directly. Fourthly, entertainment experience, educational experience, escapist experience have a indirect effect on brand congruity via brand value. Also tourism experience and brand value have a indirect effect on brand loyalty via brand congruity. As for this study``s result, it is essential for a festival planner to make strategies of enhancing tourism experience, brand value, brand congruity of festival in future. Through this effort, maybe we can promote re-visit and qualitative improvement of festival.