축제와 자아이미지 일치성이 방문객의 만족도와 축제브랜드 애착도 및 충성도에 미치는 영향: 서울재즈페스티벌을 중심으로

초록

The purpose of this study is to understand the effect of the congruity between the festival image and self-image on the visitor"s satisfaction, the festival brand attachment and brand loyalty. A festival is a product of symbolic consumption that is closely related to the expression of visitors" self-identity. The “Seoul Jazz Festival”, selected as the subject of the study, only features the music genre of ‘Jazz’ with high-end and exclusive image differentiated from popular music and is held in the city center of Seoul, drawing different analysis results and implications from local festivals or rock festivals from previous research. To empirically analyze the proposed research model, a survey was conducted on-site for visitors who participated in the ‘Seoul Jazz Festival 2019’, and analysis was conducted with a total of 140 effective samples. First, only ideal self-image and social self-image congruity were found to have a significant positive effect on festival satisfaction. This is interpreted as a visit to the festival with the belief that it can be differentiated from others and the desire to show “me” within social groups rather than the pursuit of actual self from the luxurious and sophisticated image of the jazz festival. Second, positive influence relationships were confirmed in the verification of the relationship among satisfaction, brand attachment, and brand loyalty according to the festival image and self-image congruity. It is of academic implications that these results revealed that the self-image congruity works differently depending on the type and location of the festival, proving the validity of using the self-image congruity theory as an important theoretical basis for understanding various festival experiences. Also, as for practical implications, it is necessary to reinforce the festival brand identity by setting the positioning and targeting of the jazz festivals, introduce a selective management system, and establish a two-way customer relationship.

키워드