해양스포츠이벤트 브랜드 개성이 개최지역 태도와 행동의도에 미치는 영향

The Effect of the Marine Sports Event Brand Personality on Host Regional Attitude and Behavioral Intention

This study aims to provide empirical basic data and policy data as a way to utilize marine sports events for regional image and regional development with various values through brand personality differentiated from other regions by empirically analyzing the causal relationship between the host region's attitude and behavioral intention (recommendation intention, revisit intention). In order to achieve the purpose of the study, the following conclusions were drawn based on the verification results of the research hypothesis and the discussion accordingly. As a result of hypothesis verification, first, a study on the attitude of the host region of brand personality of marine sports events was found to have a significant influence on reliability, interest, and competence among the sub-factors of brand personality. However, it was found that there was a significant impact on uniqueness. Second, a study on behavioral intention confirmed that brand personality of marine sports events had a significant influence on competence, reliability, and interest among the sub-factors of brand personality. Third, a study on behavioral intention showed that the attitude of the host region of marine sports events had a positive effect.