The Effect of Customer Based Brand Equity(CBBE)on Festival Image and Attitude toward the Host Region- A Case of Hampyeong Butterfly Festival - (고객기반 브랜드자산(CBBE)을 활용한 개최지역의방문객 이미지와 태도에 관한 연구- 함평 나비축제를 중심으로 -)

KWONSANGMI (권상미); Kim， Sung Hyuk (김성혁)

The Effect of Customer Based Brand Equity(CBBE)on Festival Image and Attitude toward the Host Region- A Case of Hampyeong Butterfly Festival -

Journal of Tourism Sciences
Abbr : JTS
2009, 33(6), pp.195-214
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

KWONSANGMI ¹, Kim， Sung Hyuk ¹

¹세종대학교

Accredited

ABSTRACT

This study is to examine the effect of the CBBE(Customer Based Brand Equity) of a local festival participants on their image of the festival and attitude toward festival host region. It also investigates the mediating effect of the host region's image on the relationship between CBBE of the festival and attitude toward the host region. 382 samples, which were collected at the 2009 Hampyeong Butterfly Festival using a systemic sampling method, were used as data for the analysis. Results of multiple regression analysis show that the perceived quality and brand royalty had a significantly positive influence on the image of host region. In addition, the perceived quality and brand royalty had a significantly positive influence on the attitude toward host region. Furthermore, the image had a significantly positive influence on the attitude toward host region.

KEYWORDS

Festival, Hampyeong butterfly festival, Brand equity, Host region's image, Host region's attitude

Citation status

* References for papers published after 2023 are currently being built.

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