원문정보
The Effects of the Environmental Cues on the Festival Image and Product Brand Value
초록
영어
This study The purpose of this study was to confirm the strategic relationship between the local festival and local products by proving the relationship between Qingdao International Beer Festival and Quindao Beer which is a representative brand product of China, and to propose the direction of the management of similar local festivals in Korea. Accordingly, environmental clues that the visitors of and Qingdao International Beer Festival perceived were identified and the relationship between the festival image and the product brand value was studied. From the study, 5 factors such as ‘Program and PR,’ ‘Benefits from the Participation,’ ‘Food Value,’ ‘Accessibility,’ ‘Festival Products,’ and ‘Convenience Facilities’ were induced from the 30 questions proposed to evaluate the environmental cues of Qingdao International Beer Festival. When checking the influence of the five factors on the festival image and product brand value, it was found that there was the influence relationship between the variables.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 지역축제 환경단서
2. 지역축제 환경단서와 축제이미지
3. 지역축제 환경단서와 제품브랜드가치
Ⅲ. 연구방법설계
1. 연구모형 및 가설 설정
2. 변수의 정의 및 측정변수
3. 조사대상 및 분석방법
Ⅳ. 실증분석
1. 표본의 인구통계적 특성 및 방문특성
2. 신뢰도 및 타당성 검증
3. 가설 검증
Ⅴ. 결론 및 시사점
참고문헌