지역축제 경험이 목적지 평판과 관광객 충성도에 미치는 영향

Abstract

This study examines how existential authenticity experienced through participation in a local festival strengthens tourists’ sense of place and loyalty, with a particular focus on the mediating role of destination reputation from a signaling theory perspective. Data were collected from visitors to the 2022 Danyang Ondal Cultural Festival (n = 278) and analyzed using confirmatory factor analysis and structural equation modeling with bootstrapped indirect effects. The results show that existential authenticity positively influences destination reputation and sense of place. Destination reputation also enhances both dimensions of sense of place and tourist loyalty, supporting its role as a key mediator linking authentic festival experiences to place-based bonds and behavioral loyalty. In addition, place identity and place dependence significantly contribute to revisit intention and positive word-of-mouth. These findings extend authenticity research by integrating destination reputation as a strategic signal that converts experiential authenticity into stronger place attachment and loyalty. Practically, festival organizers and DMOs should design authenticity-rich programs and proactively manage online reputation to sustain destination competitiveness.