본문 바로가기
  • Home

A Study on the Increasing Attractiveness of Daejon Expo Science Park Based on the Brand Personalities in Its Festival

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2004, 28(2), pp.253-270
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

KEUNSOO PARK 1

1배재대학교

Accredited

ABSTRACT

The purpose of the study is to increase the attractiveness of Daejun Expo Science Park by identifying and categorizing 23 festivals into 5 different brand types according to their corresponding brand personalities. The results of the study revealed significant implications. Five different brand types were first identified for the 23 festivals held in Daejun Expo Science Park in 2003. There were significant differences in the perceived brand types of festival-goers, depending on their demographic characteristics. Among the five brand types, the educational and entertainment brand types were determined to be the most attractive. This means that the managers of Daejun Expo Science Park must focus on festivals geared towards these two brand types, and must reduce the proportion of the other types of festivals that were deemed less attractive

Citation status

* References for papers published after 2022 are currently being built.