전통무예문화를 활용한 지역축제 방문객의 브랜드자산 인식이 지역이미지, 브랜드태도에 미치는 영향

The Impact of Brand Equity Awareness of Visitors to a Local Festival Utilizing Traditional Martial Arts Culture on Local Image and Brand Attitude

The purpose of this The purpose of this study was to investigate the relationship between regional image and brand attitude on brand equity perception by participants through the value of a regional festival utilizing traditional martial arts culture. As a result, first, it was found that the higher the brand quality, brand image, and brand awareness factors of the festival brand assets, the higher the cognitive image and emotional image. Second, the higher all four factors of festival brand assets, in the order of brand quality, brand value, brand image, and brand awareness, were found to have a greater influence on brand attitude. Third, the higher both the cognitive image and emotional image factors of the regional image, the higher the brand attitude.These results confirmed that it is very important to discover, develop, and brand the traditional martial arts culture representing the region, and that brand assets are especially important for regional image and brand attitude.