地域 祝祭 브랜드 이미지가 祝祭 參與者 滿足과 祝祭브랜드 愛好度에 미치는 影響

The Study on How Local Festival Brand Image Influences to the Visitor's Satisfaction and the Festival Brand Loyalty : Focusing on 2010 Anseong Baudeogi Festival

The aim of this study is find the visitor ’s satisfaction and the brand loyalty about local festival brand image, and then decide on a direction of festival, and suggest the alternative plan for Anseong Baudeogi Festival. The results of this practical research are as follows: First, the attraction, brand personality of local festival brand image has a positive influence on the visitor ’s satisfaction. But entertainment of local festival brand image have a negative influence on the visitor ’s satisfaction. Second, the entertainment, attraction of local festival brand image has a positive influence on the brand loyalty of visitor ’s. But brand personality of local festival brand image have a negative influence on the brand loyalty of visitor ’s. Third, the visitor ’s satisfaction has a positive influence on the brand loyalty of visitor ’s.