지역주민의 축제 참여동기, 회상, 브랜드 개발 및 브랜드 시민행동 간의 구조적 관계 고찰: 부산불꽃축제를 중심으로The Relationships among Residents’ Festival Participation Motivation, Recollection, Brand Development, and Brand Citizenship Behavior: The Case of Busan Fireworks Festival
- Other Titles
- The Relationships among Residents’ Festival Participation Motivation, Recollection, Brand Development, and Brand Citizenship Behavior: The Case of Busan Fireworks Festival
- Authors
- 김희진; 김인신; 현성협
- Issue Date
- Sep-2016
- Publisher
- (사)한국관광레저학회
- Keywords
- Festival Participation Motivation; Recollection; Brand Development; Brand Citizenship Behavior; 축제 참여동기; 회상; 브랜드 개발; 브랜드 시민행동
- Citation
- 관광레저연구, v.28, no.9, pp.411 - 427
- Indexed
- KCI
- Journal Title
- 관광레저연구
- Volume
- 28
- Number
- 9
- Start Page
- 411
- End Page
- 427
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/153964
- ISSN
- 1229-0424
- 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.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 사회과학대학 > 서울 관광학부 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.