축제 스토리텔링이 축제 브랜드자산과 만족도에 미치는 영향에 관한 연구 : 양산삽량문화축전을 대상으로 = The Effect of Festival Storytelling on Festival Brand Equity and Visitor's Satisfaction

국문 초록 (Abstract)

우리나라의 지역축제는 1991년 지방자치제도 도입 이후 각 지자체의 지역발전방안의 수단으로 활용되면서 급속히 성장하는 계기가 되었다. 또한, 한국관광공사에서 1995년부터 시행된 문화관광축제 지원정책은 축제의 비약적인 발전을 견인하기도하였다. 지역축제는 지역문화계승·발전, 지역이미지강화, 지역민의 참여를 통한 지역공동체의식 형성의 역할을 수행하며 지역경제 활성화 및 지역민의 여가 기회 제공에 기여함으로써 그 중요성이 점차 증대되고 있다. 이에 각 지자체는 지역축제를 통한 지역의 문화적 고유성 및 정체성 확보를 도모하여 지역발전과 지역홍보의 수단으로 적극 활용하고 있는 실정이다.
그러나, 지역축제의 양적증가는 지자체간의 유사 콘텐츠 혹은 주제의 축제 개발과 운영으로 개별 축제의 고유성과 차별화가 이루어지지 않는 등, 양적증가에 반해 질적저하를 가져왔다는 문제점을 야기하게 되었다. 또한, 축제의 성공적 개최를 위해 지나친 상업성과 대중성을 추구하면서 축제의 원형을 벗어나거나 축제개최의 본 취지가 무색해지는 등의 축제가 가진 고유성이 훼손되기도 하였다. 지역축제는 지역관광자원을 활용하여 관광객 유치에 많은 기여를 하였으나 예산낭비라는 지적도 있었으며, 획일적인 이벤트성 행사, 무분별한 벤치마킹, 지역민의 참여부족, 역사적·지역적·전통적 고유성 결여 등의 문제점이 제기됨에 따라, 축제의 양적·질적 균형성장을 통한 국내관광 및 지역경제 활성화 방안모색이 필요해졌다. 이를 위해 최근에는 해당 지역의 고유한 역사와 지역적 특성을 기반으로 한 스토리텔링을 축제와 접목시키는 노력이 축제기획의 중요요소로 인지되고 있다. 축제의 스토리텔링 기법적용은 관람객과의 상호작용을 통하여 대중성과 축제의 만족도를 향상시킬 수 있는 중요 고리역할을 하게된다. 따라서 대표적 문화콘텐츠인 지역축제의 기획에 있어 스토리의 역할에 이론 정립은 매우 중요한 작업인 것이다
이처럼 축제 스토리텔링의 중요성이 강조됨에 따라 관련 연구도 지속적으로 이루어지고 있다. 그러나, 지역축제의 경우 이미 오랜 역사와 전통이 있는 콘텐츠 중심의 축제가 주로 연구대상으로 다루어진 반면, 1995년 이후 폭발적으로 새롭게 생겨난 많은 다수의 중소규모 도시의 지역축제에 대한 연구는 거의 이루어지지 않았다는 한계가 있다. 지역적 특성을 반영하고 차별화된 지역축제로 성장하기 위해서는 무엇보다 새롭게 기획 및 운영되고 있는 중소규모의 축제를 대상으로 하는 연구가 이루어져야 할 것이다.
따라서 본 연구는 양산삽량문화축전을 대상으로 스토리텔링이 축제 브랜드자산과 축제 만족도에 미치는 영향관계를 파악하고, 영향관계의 고찰을 통해 축제의 고유한 브랜드 구축과 관광객 만족을 극대화하기 위한 이론적, 실무적 시사점을 제시하는데 연구의 목적을 두고 있다. 이러한 연구 목적을 달성하기 위해, 선행연구에 문헌조사를 통한 스토리텔링, 브랜드자산, 만족도에 대한 측정변수를 도출하고 2018년 10월 12일부터 14일까지 양산삽량문화축전 방문객을 대상으로 설문조사를 수행하였다. 자료 분석 및 가설검증을 통해 얻은 결과는 다음과 같다.
첫째, 스토리텔링과 브랜드자산의 영향관계를 검증한 결과, 스토리텔링의 상호작용, 표현만이 브랜드자산에 정의 유의한 영향을 미치는 것으로 나타났다. 둘째, 브랜드자산과 만족도의 영향관계를 검증한 결과 브랜드 이미지와 지각된 품질이 만족도에 정의 유의한 영향을 미치는 것으로 나타났다. 셋째, 스토리텔링은 만족도에 정의 유의한 영향을 미치는 것으로 나타났다.
결론적으로 양산삽량문화축전의 스토리텔링은 관광객들이 지각하는 브랜드자산과 만족도 간에 유의한 영향 관계가 있음을 알 수 있으며, 축제 브랜드자산의 구축을 통한 방문객의 만족도를 높여나가야 할 것으로 판단된다.

다국어 초록 (Multilingual Abstract)

Since the introduction of the local autonomy system in 1991, Korea's local festivals have been used as a means of regional development by each local government and have been an opportunity to grow rapidly. In addition, the Culture and Tourism Festival support policy implemented by the Korea Tourism Organization from 1995 helped the festival's rapid development. Local festivals are increasingly important by playing the role of regional community-style formation through regional cultural development, regional estrangement, and participation by local people, and by contributing to the revitalization of the local economy and the provision of leisure opportunities for local residents. In response, each local government actively utilizes the district as a means for regional development and promotion by seeking cultural identity and identity of the area through the local festival.

목차 (Table of Contents)

• Ⅰ. 서론 ·····················································································1
• 제 1 절 연구의 배경 및 필요성 ································································1
• 제 2 절 연구의 목적····················································································4
• 제 3 절 연구의 방법 및 구성····································································4
• 1. 연구의 방법·························································································4
• 2. 연구의 구성·························································································5
• Ⅱ. 이론적 배경 ······································································7
• 제 1 절 축제의 정의····················································································7
• 1. 축제의 개념·························································································7
• 2. 축제의 기능·························································································8
• 제 2 절 스토리텔링····················································································11
• 1. 스토리텔링의 개념···········································································11
• 2. 스토리텔링의 선행연구···································································13
• 3. 스토리텔링의 구성요인···································································16
• 제 3 절 브랜드자산····················································································18
• 1. 브랜드자산의 개념···········································································18
• 2. 브랜드자산의 선행연구···································································21
• 3. 브랜드자산의 구성요인···································································23
• 1) 브랜드 인지도 ··············································································23
• 2) 브랜드 이미지 ··············································································24
• 3) 지각된 품질··················································································25
• 제 4 절 만족도 ····························································································27
• 1. 만족도의 개념 ···················································································27
• 2. 만족도의 선행연구 및 구성요인···················································28
• Ⅲ. 연구방법 ··········································································30
• 제 1 절 가설설정 및 연구모형································································30
• 1. 가설설정·····························································································30
• 1) 스토리텔링과 브랜드자산 간의 관계······································30
• 2) 브랜드자산과 만족도 간의 관계··············································31
• 3) 스토리텔링과 만족도 간의 관계··············································31
• 2. 연구모형·····························································································33
• 제 2 절 조사 설계 ······················································································34
• 1. 조사대상 및 표본설정·····································································34
• 2. 설문지의 구성 및 내용···································································34
• 3. 분석 방법···························································································35
• 제 3 절 연구대상 축제의 개요································································36
• 1. 축제대상지역의 역사와 특성·························································36
• 2. 양산삽량문화축전의 현황·······························································37
• Ⅳ. 가설의 검증 및 결과의 해설 ·····································42
• 제 1 절 자료의 특성··················································································42
• 제 2 절 측정척도의 신뢰성 및 타당성 검증········································44
• 1. 스토리텔링에 대한 신뢰성 및 타당성 검증·······························44
• 2. 브랜드자산에 대한 신뢰성 및 타당성 검증·······························46
• 3. 만족도에 대한 신뢰성 및 타당성 검증·······································48
• 제 3 절 가설의 검증··················································································49
• 1. 가설 1의 검증결과···········································································49
• 2. 가설 2의 검증결과···········································································51
• 3. 가설 3의 검증결과···········································································52
• Ⅴ. 결론 및 시사점 ······························································57
• 제 1 절 연구결과의 요약 및 해석··························································57
• 제 2 절 연구의 시사점 및 한계점··························································59
• 참고문헌 ···················································································61
• 설문지 ·······················································································72
• 영문요약 ···················································································75