축제 이미지 일치가 도시브랜드 몰입 및 지역 애호도에 미치는 영향 = 여수세계박람회를 중심으로

다국어 초록 (Multilingual Abstract)

Recently, city brand image is highly regarded as an important factor for city marketing. Many local government have had various local festivals in order to increase the city visitors and improve the recognition about the city. This study focused on the effect of congruence of image between the city and festival. Although many study have exploited the influence of the brand congruency on consumer satisfaction and loyalty, there is few research which focuses the effect of the city brand image congruency. Thus, with the review about the prior research, this study exploited how the congruency between city image and festival influences on the city flow and loyalty. Especially, we based on the 2012 International Exposition Yeosu`s since this festival has a great value as an mega festival held in Korea. Thus, this study examines the effect of congruence between Yeosu city brand image and Yeosu EXPO on the city flow and loyalty. Results from the study indicated that city brand image congruency with Yeosu EXPO had a positive effect on the city flow and such city flow showed the positive effect on the loyalty about the city.