축제의 자산가치가 도시이미지와 재방문의도에 미치는 영향 연구: 축제성과의 매개효과를 중심으로

This study is a research paper on the impact of local festivals on city image and revisit intention. Specifically, this research paper aims to find out what kind of festival performance appears through the holding of local festivals and how it affects the city image and revisit intention. Through this study, we aimed to re-recognise the importance and necessity of local festivals for urban development, and to find future directions and implications for holding local festivals based on empirical research. To this end, this study focuses on the Fengshen Grand Festival in Tai'an City, Shandong Province, China. By empirically analysing the relationship between festival brand equity, festival performance, city image, and revisit intention, this study aims to provide basic data for the successful brand strategy of local festivals, and to find implications for the improvement of city image and tourists' revisit intention. The findings are summarised as follows. First, festival brand equity has a positive effect on festival performance. Second, festival brand equity has a positive effect on city image. Third, festival brand equity has a positive effect on revisit intention. Fourth, festival performance has a significant effect on city image. Fifth, festival performance has a positive effect on revisit intention. Sixth, there is a significant mediating effect between festival brand equity and city image on festival performance. Seventh, there is a significant mediating effect between festival brand equity and revisit intention on festival performance. From these results, it can be inferred that festival brand equity is significant in promoting local tourism industry and economic, social, and cultural revitalisation, as well as in enhancing city image and revisit intention.