축제유형별 브랜드개성의 차이를 활용한 대전엑스포과학공원 활성화 방안

A Study on the Increasing Attractiveness of Daejon Expo Science Park Based on the Brand Personalities in Its Festivals

The purpose of the study is to increase the attractiveness of Daejun Expo Science Park by identifying and categorizing 23 festivals into 5 different brand types according to their corresponding brand personalities. The results of the study revealed significant implications. Five different brand types were first identified for the 23 festivals held in Daejun Expo Science Park in 2003. There were significant differences in the perceived brand types of festival-goers, depending on their demographic characteristics. Among the five brand types, the educational and entertainment brand types were determined to be the most attractive. This means that the managers of Daejun Expo Science Park must focus on festivals geared towards these two brand types, and must reduce the proportion of the other types of festivals that were deemed less attractive.