지역주민의 축제 참여동기, 회상, 브랜드 개발 및 브랜드 시민행동 간의 구조적 관계 고찰: 부산불꽃축제를 중심으로

Title
지역주민의 축제 참여동기, 회상, 브랜드 개발 및 브랜드 시민행동 간의 구조적 관계 고찰: 부산불꽃축제를 중심으로
Other Titles
The Relationships among Residents’ Festival Participation Motivation, Recollection, Brand Development, and Brand Citizenship Behavior : The Case of Busan Fireworks Festival
Author
현성협
Keywords
축제 참여동기; 회상; 브랜드 개발; 브랜드 시민행동; Festival Participation Motivation; Recollection; Brand Development; Brand Citizenship Behavior
Issue Date
2016-09
Publisher
(사)한국관광레저학회
Citation
관광레저연구, v. 28, NO. 9, Page. 411-427
Abstract
This study is to verify the structural relationship among festival participation motivations, recollection, brand development, and brand citizenship behavior. To test the conceptual model designed in the festival context, respondents in this study were limited to residents who had ever participated in Busan Fireworks Festival. Data collected from 400 attendants were analyzed by structural equation modeling(SEM) analysis. As the results, three factors(‘Escape/excitement’, ‘Friend/family togetherness’ and ‘community spirit’) of four festival participation motivation factors are significant constructs in enhancing participants’ recollection, but ‘Social’ festival participation motivation isn’t. Also, the recollection has a significant impact on both brand development and brand citizenship behavior.
URI
https://www.dbpia.co.kr/Journal/ArticleDetail/NODE07020794?TotalCount=0&Seq=10&isIdentifyAuthor=1&Collection=0&isFullText=0&specificParam=0&SearchMethod=0&Page=1&PageSize=20http://repository.hanyang.ac.kr/handle/20.500.11754/76716
ISSN
1229-0424
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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