홍보 영상물을 통한 메가 이벤트 이미지 분석: 환경 미학적 접근을 중심으로

Abstract

An event promotional video is an essential tool for successful event. Through previous studies there were many discussions about the relationship between promotional videos and tourist destination. However, there were not many studies on how to make promotional video and what the standard is. Thus, the study analysed configuration of event promotional video by applying Kaplan and Kaplan's landscape preference model. The Yeosu Expo official promotional video is used as the study objective. The results showed that landscape preference model is significantly influenced on events' emotional images and cognitive images. Also events' cognitive image affected to event visit intention. However, events' emotional images did not affect to visit intention. The reasons could be Yeosu Expo's geographic conditions as well as previous information. In conclusion, promotional video is the significant marketing tool for the event field as well as tourist destination thus further studies are necessary to provide direction of the promotional video.