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

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.