The Effects of Festival Service Quality on Brand Equity

This study is to examine the relationship between festival service quality and brand equity. Based on the literatures, dimensions of brand equity are defined. The relationship between festival service quality factors and brand equity are to be investigated. At the same time, which factors of festival service quality have effects on the dimensions of brand equity need to be found out. In order to achieve the objectives, a survey is carried out towards festival visitors who attended Gimje Horizon Festival. In general, the results confirm that festival service quality in terms of program quality, information quality, physical facilities quality and products quality have a positive effect on building brand equity. Festival visitors can increase their familiar with festival brand through the experience of various program, getting more information about the festival and seeing physical facilities with festival symbols. And festival brand image can be derived from all brand related activities provided by festival. Direct experience such as hands-on experience programs, purchasing festival products, or using festival facilities can make effects on building festival brand image.