earticle

영어

The main purpose of this study is to research the effects of experiential value on the local image and behavioral intention. The study was intended to verify the effects on local image and behavioral intention based on the experiential value of coffee festival visitors in Gangneung, to suggest direction of improvement with the perspective of the visitors, and to present practical implications about revitalization of coffee festival. A survey was done on the visitors of Gangneung coffee festival for 4 days from September 30 to October 3, 2016. The study was performed with total 197 copies of samples, and the result showed that experiential value had a positive(+) effect on local image and behavioral intention. This study indicated that Gangneung coffee festival established itself as a coffee festival of Korea, and that it had a positive image from visitors. Although this study only revealed the degree of significance in the exploratory level, it revealed the effects that experiential value has on local image, the effects that local image has on behavioral intention, and the effects that experiential value has on behavioral intention, and it aroused the importance that should be appealed to tourists who visit Gangneung. Therefore, this study can be important suggestion for future studies in that it presented practically meaningful implications. As shown in the result of this study, it is necessary for Gangneung coffee festival to find methods to secure tourists of various ages by specializing the theme of coffee and to continuously improve and change the festival for local revitalization through development of various coffee related products for those who have interest in coffee.