비물질문화유산 브랜드 개성이 외국인 관광객의 몰입 경험과 관광만족에 미치는 영향:‘인상리장’ 공연 사례를 중심으로

This study aims to empirically examine the effects of intangible cultural heritage (ICH) brand personality on foreign tourists’ flow experience and tourism satisfaction, based on the perspective that intangible cultural heritage can function as both cultural content and a tourism brand in the contemporary tourism environment. Focusing on Impression Lijiang, a representative cultural performance in Lijiang, China, this study investigates the structural relationships among the sub-dimensions of ICH brand personality (creativity, convergence, leadership, and vitality) and tourists’ flow experience and tourism satisfaction. In addition, the study extends the explanatory power of the research model by analyzing the mediating effect of flow experience and the moderating effect of city brand attitude. The results indicate that all sub-dimensions of intangible cultural heritage brand personality have significant positive effects on tourists’ flow experience, and that flow experience is a key factor significantly predicting tourism satisfaction. Furthermore, intangible cultural heritage brand personality was found to have both a direct effect on tourism satisfaction and an indirect effect through the partial mediation of flow experience. Moreover, city brand attitude plays a moderating role in the relationship between flow experience and tourism satisfaction, such that the positive effect of flow experience on tourism satisfaction is strengthened when tourists hold a more favorable attitude toward the city brand. This study contributes theoretically by empirically demonstrating the importance of brand personality and experiential factors in the field of intangible cultural heritage tourism. It also offers practical implications for the development of tourism content utilizing intangible cultural heritage performances and for the formulation of effective city branding strategies.