도시재생관광지의 스토리텔링에 따른 지역 브랜드가치, 브랜드이미지가 행동의도에 미치는 영향 연구

A study on the Behavioral intention of Local brand value and brand image by the Storytelling of Urban Regeneration Tourism Destination

The purpose of this study is to examine how storytelling affects local brand value and brand image, and how it affects behavior, and to find storytelling elements to enhance local brand value and image, and to present suggestions to activate local tourism. An empirical survey was conducted between May 1 and May 20, 2019, and 185 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, factor analysis, structural equation model analysis and study model hypotheses. Analysis showed that uniqueness, education, and interest affect brand value and brand image. Uniqueness and interest are affecting brand preference, which informs interesting local culture, history and educational content and needs a story that can satisfy knowledge acquisition. This study is believed to be used as a regional marketing material as storytelling has been proven to affect local brand values and images and to lead to behavior.