The Impact of Reputation Factors of Local Festivals on Local Origin Reputation, Brand Equity, and Brand Loyalty - Focusing on the 2024 Cheonan Heungtaeryeong Dance Festival -

This study aims to empirically investigate whether regional festival reputation factors affect regional origin reputation, brand equity, and brand loyalty through a survey of 412 tourists who participated in the 2024 Cheonan Heungtaeryeong Dance Festival, thereby identifying the importance of regional festival reputation factors and increasing brand value. As a result of the verification, first, in terms of the influence of regional festival reputation factors on regional origin reputation, brand equity, and brand loyalty, 1) festival culture experience, festival infrastructure, and festival quality all had a positive (+) effect on regional origin reputation. 2) The lower three factors had a positive (+) effect on brand value, a sub-factor of brand asset, and festival culture experience and festival quality had a positive (+) effect on brand awareness. 3) All three lower factors had a positive (+) effect on brand loyalty. Second, in terms of the influence of regional origin reputation factors on brand equity and brand loyalty, it was found that both brand value and brand awareness, which are sub-factors of brand equity, had a positive (+) influence. As a result of the above research, at a time when the importance of reputation management and role of regional festivals is required, it is said that there is academic significance in that the components of regional festival reputation were analyzed and the causal relationship with regional origin reputation was identified.