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지역축제 체험마케팅이 관계지향성에 미치는 영향 -청주국제공예비엔날레를 중심으로-

The Effect of Experiential Marketing on Relationship Orientation in Local Festival -Focus on the Cheongju International Craft Binennale-

  • Lee, Yk-Su (Division of Tourism, Cheongju University)
  • 투고 : 2012.01.09
  • 심사 : 2012.02.10
  • 발행 : 2012.02.29

초록

본 연구는 체험마케팅 요소가 관계지향성에 어떠한 영향을 미치는지 알아보고자 하였으며, 연구결과는 다음과 같다. 체험마케팅의 감성 체험, 인지 체험, 행동 체험, 관계 체험의 항목이 관계지향성에 유의적인 영향을 미치는 것으로 나타났다. 이를 통해 첫째, 향후 축제브랜드 강화를 위해 축제 체험마케팅 개발에 �옳� 하나의 새로운 자료를 제시할 수 있었다. 둘째, 축제와 체험마케팅을 적용한 새로운 연구로써, 축제와 같은 무형적 상품을 통한 체험마케팅도 관계지향성 강화에 영향을 미칠 수 있다는 것을 알 수 있었다. 이런 결과는 학문적으로는 체험마케팅의 적용범위를 확대시킬 수 있는 근거를 제시할 수 있는 것이다. 또한 산업적으로는 축제의 마케팅 전략 및 관계지향성 전략을 수립하는데 있어 많은 시사점을 제공해 줄 수 있었다.

키워드

Festival;Experience marketing;Relationship orientation

과제정보

연구 과제 주관 기관 : 청주대학교 경영경제연구소

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