축제 스토리텔링 매력지각과 재방문의도 연구

Attractiveness perception of Festival’s Storytelling and Revisit intention: Moderating Effect of Brand Reputation

This article is for concept establishment by theoretical approach on storytelling of Anseong Namsadang Baudeogi Festival which is cooperated with Anseong-City and its citizens since 2001. Questionnaire was used to do the actual investigation. The data were collected from those who were visiting the 2018 Anseong Namsadang Baudeogi Festival. From Oct 3rd to Oct 7th, 2018, 278 questionnaire were distributed and 250 forms were used in the study. Also analyze attractiveness perception on festival storytelling, effectiveness of brand reputation, and revisit intention which concluded by followings. First, factors of festival storytelling affects attractiveness perception. Second, effectiveness of brand reputation only influence story factor among three subfactors which is story, telling, and interaction. Last, Attractiveness in common with precedent researches, affects revisit intention. For the result, one should aware about the effectiveness of brand reputations within storytelling and attractiveness perception. It is important to promote for the Anseong Namsadang Baudeogi Festival by refining story since it is time to move on from the Excellence festival to the Best festival which is annually selected by the Ministry of Culture, Sports and Tourism.