축제 체험마케팅이 축제 브랜드인지도와 지역애착심에 미치는 영향

Influence of Festival Experience Marketing on Festival Brand Awareness and Place Attachment

Countless festivals were held in the world as well as Korea. Therefore, for the long-term success of festival, it is important to carry on with distinctive differentiative strategy. Therefore, the purpose of this study is to examine the influence of festival experience marketing on festival brand awareness and place attachment. To achieve this goal, a survey was conducted to general festival participants for the empirical analysis. The findings of this study indicate that festival experience marketing has significant influence on festival brand awareness. Second, it also finds out that fetsival experience marketing positively related to place attachment. At last, festival brand awareness has positive relationship with place attachment.