지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study The purpose of this study was to confirm the strategic relationship between the local festival and local products by proving the relationship between Qingdao International Beer Festival and Quindao Beer which is a representative brand product of China, and to propose the direction of the management of similar local festivals in Korea. Accordingly, environmental clues that the visitors of and Qingdao International Beer Festival perceived were identified and the relationship between the festival image and the product brand value was studied.
From the study, 5 factors such as ‘Program and PR,’ ‘Benefits from the Participation,’ ‘Food Value,’ ‘Accessibility,’ ‘Festival Products,’ and ‘Convenience Facilities’ were induced from the 30 questions proposed to evaluate the environmental cues of Qingdao International Beer Festival. When checking the influence of the five factors on the festival image and product brand value, it was found that there was the influence relationship between the variables.
목차
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참고문헌 (35)
참고문헌 신청
[학술지(정
Aaker, D. A. / 1991 / Managing Brand Equity: Capitalizing on the Value of a Brand Name / The Free Press
Baker. J / 1978 / The Role of Environment in Market Service: The Consumer Perspective. The Service Challenge
Baloglu, S. / 1999 / A model of destination image formation / Annals of tourism Research 26 : 868 ~ 897
Berry, L. L. / 1991 / Delivering Quality Service / The Free Press
Aaker, D. A. / 1991 / Managing Brand Equity: Capitalizing on the Value of a Brand Name / The Free Press
Baker. J / 1978 / The Role of Environment in Market Service: The Consumer Perspective. The Service Challenge
Baloglu, S. / 1999 / A model of destination image formation / Annals of tourism Research 26 : 868 ~ 897
Berry, L. L. / 1991 / Delivering Quality Service / The Free Press
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