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http://dx.doi.org/10.18807/jsrs.2017.7.3.001

A Study on the Influencing Relationship among Image of the Festival, City Brand Equity, and Regional Loyalty  

Um, Jiyoung (The Graduate School of Tourism & Hospitality, Kyonggi University)
Seo, Jungah (The Graduate School of Tourism & Hospitality, Kyonggi University)
Yoon, Sunyoung (Dept. of Events Management, Kyounggi University)
Publication Information
Journal of Service Research and Studies / v.7, no.3, 2017 , pp. 1-19 More about this Journal
Abstract
The purpose of this study is to analyze the influencing relationship among image of the festival, city brand equity, and regional loyalty. For the study, questionnaires were handed out to the visitors of 2015 Andong International Maskdance Festival and a total of 289 copies were collected carrying out frequency analysis, factor analysis, multiple regression analysis, descriptive statistic analysis, correlation analysis, and structure equation model analysis. The result showed that image of the festival had influence on city brand equity and city brand equity had influence on regional loyalty. However, image of the festival did not have direct influence on regional loyalty. This research is expected to further extend the study of image of the festival and city brand equity, and the study of Andong International Maskdance Festival
Keywords
festival cognitive image; festival emotional image; city brand equity; regional loyalty; Andong International Maskdance Festival;
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