지역축제 브랜드자산, 지역이미지 및 지역애착도 간의 관계연구: 다롄 맥주축제를 중심으로

Local festivals also require a plan to establish themselves as successful local festivals with continuous development through detailed analysis of the festival even after the festival ends. In this situation, it is also important to suggest a strategy to build an image or unique brand unique to the region in order to build a differentiated image. This study was to investigate the structural relationship between local festival brand equity, regional image, and local affinity in Dalian Beer Festival, China. An online survey was conducted to local residents living in Dalian who participated in the 2023 Dalian Beer Festival. Total 258 samples were collected from December 6, 2023 to December 19, 2023, and 246 of them were used for empirical analysis, excluding 12 questionnaires that were judged to have unfaithful or unreliable responses. The study results showed that brand image, brand awareness, and brand quality of the local festival brand equity have a positive effect on regional images. Also local image has a positive effect on local affinity. The brand image, brand awareness, and brand quality of brand equity have a positive effect on local affinity. This study provides useful information about maintaining the sustainable strategies of local festivals in China. Thus, as the results of the study, in order to improved regional image, it is necessary to establish a regional festival brand that can be differentiated, sustainable, and secure a comparative advantage.