축제브랜드, 도시브랜드, 방문객 자아이미지 간의 인지된 일치성이 방문객-축제브랜드 관계에 미치는 영향

The Effects of Perceived Congruity among Festival Brand, City Brand and Visitors' Self-Image on Visitor-Festival Brand Relationship: Focusing on Seoul Regional Festivals

This study was designed to meet an emerging need for properly addressing issues concerning region based festival events in Korea and paving the way for more elaborate research on branded festivals. Basic data can help to achieve policy for creating distinct regional identities and images, as well as well-known festival brands. Also specific implications can be drawn for scholars and practitioners. The results showed that congruence between festival and destination brands, festival brands and self-images, and destination brands and self-images, had a significant influence respectively on the visitors-festival brands relationship, which in turn had a significant impact on festival brand loyalty. A Chi-squared test was conducted, using a new model with a given set of constraints and an established model, to compare the sizes of the factors having significant impacts on visitor–festival brands relationship. The results revealed that, of the three factors, congruence between festival and destination brands was the most influential, followed by congruence between festival brands and self-images and then that between destination brands and self-images.