축제 방문객의 경험가치에 따른 지역이미지가 행동의도에 미치는 영향 : 2017 울산 아시아버드페어를 중심으로

This study was conducted on visitors of the 8th Asian Bird Fair and the purpose of this study is to examine the effect of destination image on behavioral intention according to experience value of festival participants. Based on the previous studies, the experience value was divided into three factors: 'Amusing value', 'Economic value', and 'Service value'. Destination image was divided into two factors: ‘emotional image’ and ‘cognitive image’. To accomplish this purpose, 300 questionnaires were distributed to those who visited the 8th Asian Bird Fair. A total of 273 questionnaires were used for analysis excluding invalid questionnaires. All data were analyzed through the statistical program SPSS 21.0. The meaningful findings from the analysis are as follows. First, out of the three factors of festival visitors' experience value, 'Amusing value' and 'Economic value’ positively influenced destination emotional image and cognitive image. However, ‘Service value’ did not influence emotional image and cognitive image. In addition, both of the destination image factors positively influenced visitors’ behavior intention. This study can be useful for future Ulsan festival development. Therefore, this study provides not only academic implications, but also provides practical implications.