The Effect of Lovemarks of Local Food Festivals on Behavioral Intention: Focused on the Moderating Effect of Food Festival Image

This study examined the effect of the love mark of local food festivals on behavioral intentions, and conducted an empirical analysis on the moderating effect of the food festival image. The analysis results are summarized as follows. The data collection was distributed 300 questionnaires from January 20 to June 30, 2025, of which 263 questionnaires were used for empirical analysis, excluding 37 ques- tionnaires that are inappropriate for this study. The analysis results are as follows. First, it was found that the love mark of local food festivals had a significant effect on behavioral intentions in the order of mystery, intimacy, and sensation. Second, it was found that the image of sensory × food festivals had a significant effect on behavioral intentions. In other words, the larger the value of the food festival image, which is a modulating variable, the weaker the positive (–) influence of the senses on behavioral intentions. Therefore, the image of a food festival was partially adopted because it can be seen that there is a moderating effect between senses and behavioral intentions. Based on the results of this study, the love mark of local food festivals will be able to provide basic data on how to establish an efficient marketing strategy for behavioral intentions, focusing on the moderating effect of the image of a food festival.