메가 이벤트가 도시브랜드에 미치는 영향 -2011대구세계육상선수권대회를 중심으로-
The Impact of Mega-Event on Destination Brand
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초록
The purpose of this study was to examine the impact of mega-event on the destination brand. For this study purpose, two selected variables were used. First variable was economic impact of the mega-event as positive impact and second variable was social impact as negative. Also, destination brand was used as dependent variable. Total 320 questionnaires were distributed and 302 were collected. Eventually 292 questionnaires were used as viable data. Confirmative factor analysis and structural equation model were used to analyse the data. SPSS and AMOS were used as statistical method. The positive economic impact of mega-event has positive impact on resident and investment images among destination brand image. Negative social impact has negative impact of resident and tourist images among destination brand. The mega-event may improve the image of destination as resident and investment in terms of economic side and damage the image of destination as resident and tourist attraction.
Abstract
The purpose of this study was to examine the impact of mega-event on the destination brand. For this study purpose, two selected variables were used. First variable was economic impact of the mega-event as positive impact and second variable was social impact as negative. Also, destination brand was used as dependent variable. Total 320 questionnaires were distributed and 302 were collected. Eventually 292 questionnaires were used as viable data. Confirmative factor analysis and structural equation model were used to analyse the data. SPSS and AMOS were used as statistical method. The positive economic impact of mega-event has positive impact on resident and investment images among destination brand image. Negative social impact has negative impact of resident and tourist images among destination brand. The mega-event may improve the image of destination as resident and investment in terms of economic side and damage the image of destination as resident and tourist attraction.
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