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영어

The purpose of this study is to verify the effects of China LiuYang International Firework Festival, how the difference of each influence factor and residents perception. Based on the results of the study, LiuYang International Firework Festival is a night type festival that needs to be developed not only by night firework but also by night tours and courses. Local specialty shopping areas should be created so the tourists can increase their shopping opportunities to improve their volume. Also, it should expand the contents of programs that can be directly experienced by tourists, not just by looking at them and simply watching them. Various marketing strategies should be adopted from promotional tools to help establish the firework city brand faster, and festival promotion will be carried out through the Internet with broadcasting media such as TV and advertising. Last, The resident groups near the event site have the lowest awareness than the other groups and should be able to raise awareness of the firework.