A Study on the Effects of Sports Event Selection Attributes on Brand Assets and Regional Image

The purpose of this study is to analyze the effect of sports event selection attributes on brand assets and regional image. A questionnaire survey was conducted targeting tourists who attended the Saemangeum National Inline Marathon in Saemangeum. As a result of factor analysis, the sports event selection attributes were divided into educational value, non-routine, and regional identity. brand assets and regional image were each shown as a single dimension. As a result of regression analysis, it was found that education, non-routine, and regional identity, which are the factors of sports event selection attributes, have a positive (+) effect on brand assets, and among them, education has the greatest effect. In addition, it was confirmed that the factor of sports event selection attribute had a positive (+) effect on the regional image, in this case as well. education was also found to have the greatest effect. Finally, it was confirmed that brand assets have a positive (+) effect on the regional image. In conclusion, it was found that the sports event selection attribute is an important factor in improving brand assets and regional image, and that the selection attribute can influence brand assets and regional image.