고객기반 브랜드자산(CBBE)을 활용한 개최지역의 방문객 이미지와 태도에 관한 연구

The Effect of Customer Based Brand Equity(CBBE) on Festival Image and Attitude toward the Host Region: A Case of Hampyeong Butterfly Festival

This study is to examine the effect of the CBBE(Customer Based Brand Equity) of a local festival participants on their image of the festival and attitude toward festival host region. It also investigates the mediating effect of the host region's image on the relationship between CBBE of the festival and attitude toward the host region. 382 samples, which were collected at the 2009 Hampyeong Butterfly Festival using a systemic sampling method, were used as data for the analysis. Results of multiple regression analysis show that the perceived quality and brand royalty had a significantly positive influence on the image of host region. In addition, the perceived quality and brand royalty had a significantly positive influence on the attitude toward host region. Furthermore, the image had a significantly positive influence on the attitude toward host region.