Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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The Influence of Storytelling of Local Cultural Festival on Brand Assets: Moderating Effect of Local Culture Unity

지역문화축제 스토리텔링이 브랜드 자산에 미치는 영향: 지역문화 일치성의 조절효과

  • Choi, Keon (Korea Organizational Culture Research Institute)
  • 최건 ((주)한국조직문화연구소)
  • Received : 2022.05.23
  • Accepted : 2022.07.20
  • Published : 2022.07.28
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Abstract

This study aimed to provide basic data for the development of local cultural festivals by verifying whether regional cultural unity moderates the link between storytelling and brand assets for festival visitors. The survey was conducted with 431 visitors who participated in the S city Eupseong Festival program. Descriptive statistics, reliability analysis, correlation analysis, and moderating effect analysis were performed for the analysis of the questionnaire data. As a result of the study, first, storytelling and regional cultural unity showed the highest positive correlation, and there were positive correlations between local cultural unity and brand assets, and between storytelling and brand assets. Second, as a result of the moderating effect analysis, regional cultural unity moderated the link between storytelling and brand assets. In other words, when storytelling increases, brand assets increase, but when regional cultural unity is high, it increases more steeply than when regional cultural unity is low. This study presented a new model to improve the brand assets of local festivals.

본 연구의 목적은 축제 방문객을 대상으로 지역문화일치성이 스토리텔링과 브랜드자산과의 관계를 조절하는지를 검증하여 지역문화축제 발전을 위한 기초자료를 제공하는데 있다. 설문조사는 S시 읍성축제 프로그램에 참여한 431명의 방문객을 대상으로 하였으며, 설문자료의 분석은 기술통계, 신뢰도분석, 상관분석 및 조절효과분석을 실시하였다. 연구결과 첫째, 스토리텔링과 지역문화일치성은 가장 높은 정적 상관관계를 보였고, 지역문화일치성과 브랜드자산 간, 스토리텔링과 브랜드자산 간 모두 정적인 상관관계가 있었다. 둘째, 조절효과 분석 결과 지역문화일치성이 스토리텔링과 브랜드 자산을 조절하였다. 즉, 스토리텔링이 증가하면 브랜드 자산이 증가하는데 지역문화일치성이 높은 경우 낮은 경우보다 가파르게 증가하였다. 본 연구는 지역축제의 브랜드자산을 향상시킬 수 있는 새로운 모델을 제시하였다.

Keywords

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