• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.432-445
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• 2011

The purpose of this study is to inquire into the effect of tourism storytelling choice attributes on tourist satisfaction and loyalty in Gangwon province. The random sampling was carried out on 200 tourists who experience tourist storytelling in Gangwon-do. First, the effect of tourism storytelling choice attributes on tourist satisfaction showed that the authenticity, attractiveness, educability, playfulness, undertstandability and sensitivity have a statistically significant positive effect on the tourist satisfaction, and the tourist satisfaction through tourism storytelling has a statistically significant positive effect on the tourist loyalty. Consequently, if the educational effect is provided to raise tourists' interest or sensitivity, and facilitate the understanding through tourism storytelling, the increase of tourists' satisfaction will be connected to positive word-of-mouth and recommendation in surroundings, contributing to tourism activation.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.647-659
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• 2018

'Waiting for a Thousand Years & Mingling with World People-Gangneung Danoje Festival 2017 as an Important Intangible Cultural Property' is the festival with the longest history in Korea. In spite of its historical value, however, there are not many academic researches on the value of festival brand equity. Thus, the objective of this study is to empirically analyze the influence relationship between selection attributes of festival storytelling, brand equity, brand attitude, and brand loyalty through the structural equation model. Regarding the spatial scope of thesis material, a survey was conducted focusing on 657 tourists visiting the Gangneung Danoje Festival. In the results of verifying the hypotheses in accordance with the structural equation model, the selection attributes of festival storytelling had effects on the brand equity, and the brand equity had effects on the brand attitude and brand loyalty while the brand attitude had effects on the brand loyalty. Based on such results of this study, the implications could be suggested as follows. First, the local contents culture should be developed together with local experts and residents by finding its local custom. Second, the brand equity that could prioritize the strategy of characteristics should be increased by emphasizing the selection attributes of storytelling. Third, the phased development should be achieved through local residents' open participation by dividing roles of experts and non-experts as festival manpower.

• The Journal of the Korea Contents Association
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• v.13 no.10
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• pp.480-494
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• 2013

Globally branded culture festival in the region as a key component to the originality and distinction and with local residents and visitors to share experience and has succeeded in branding through Mind. Than mimics festivals in competitive and differentiated cultures containing festivals create a unique festival brand, and through the cultural and economic competitiveness, as well as the phase of the World Festival and preserve local culture and identity. Developing The best areas will be an asset. In order to build this world-class festival brand differentiation strategy above all, must be a top priority, Discrimination discovery and development of the local culture and sensibility in the age of the most powerful marketing tool that is being presented through storytelling brand assets to be passed on to visitors should. Thus the creation of storytelling festivals. Sensitivity of the festival right direction and in an era of paradigm key drivers of the local economy, such as image enhancement, and building long-term regional development and differentiation based on quality of life by creating a local culture can improve will Region's cultural and economic areas, the most important resource for the success of the festival is uniformly short-term planning and configuration, tube-driven operating as a one-sided non-participation. Sharing. Communication with an emphasis on the application of storytelling that is essential is considered.