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학술저널

축제 포스터 브랜드디자인의 상징표현이 축제에 대한 인지도 및 방문의도에 미치는 영향

The Effect of Symbolic Expressions of Festival Poster on the Recognition of Festival and Visit Intention

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This study was to analyze the effects of symbolic expressions(sense of sharing, functionality, experience, formativeness and symbolicity) of festival poster on the recognition of festival and visit intention. It also compared the effect among three different festivals: ‘Bo-Ryeong Mud Festival’, ‘An-Dong Maskdance Festival’ and ‘Chun-Cheon International Mime Festival’, Data were collected from 212 people in Seoul from February to March 2010. Results showed that ‘experience’ had a significant positive influence on the recognition of festivals. Results also indicated that the ‘experience’ of symbolic expressions had a significant positive impact on the visit intention of festival’s. Finally, results illustrated that the effects of symbolic expression of festival poster design on recognition and visit intention were significantly different among three festivals.

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

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