earticle

영어

This study aims to identify festival service quality attributes as a driving force of a festival brand equity. To achieve this goal 'Traditional Drinks and Rice Cake Festival in Gyeongju' is selected as a case study brand respecting its recognition and reputation among residents and visitors. Results from this study eliminated several meaningful information both theoretical and managerial. Firstly, FSQ and FBE scales developed for this study showed their acceptable reliability, validity, and structural goodness of fit as a result of Cronbach's Alpha, EFA, CFA, and second-order factor analysis respectively. Secondly, by SEM it is identified there is positive structural relationship between FSQ and FBE, confirming provability for researchers interested in this theme to use conceptual model proposed in this study as a theoretical background. Thirdly, it is verified that FSQ, even though partially, has an effect on FBQ. Finally, the results of this study provide festival organizers and regional DMO with practical information about what they should concentrate on in order to achieve competitive advantage not only in successful festival organization, but also in effective destination branding.