지역 축제의 브랜드 자산과 지역 가치에 미치는 요인 탐색: 대구 국제 뮤지컬 페스티벌 중심으로

초록

This study empirically investigates factors influencing brand assets and regional values in regional festivals, focusing on the Daegu International Musical Festival (DIMF). A questionnaire survey was conducted with 376 festival audience members, and the data were analyzed using exploratory factor analysis and multiple regression analysis. Performance satisfaction comprised five factors: work completeness, stage design, empathy, immersion, and festival management. Immersion emerged as the strongest predictor for six out of seven dependent variables, supporting the centrality of immersive experience in performing arts festivals. Notably, stage design had a paradoxical effect, positively influencing brand quality but negatively affecting regional values. Emotional empathy had a stronger effect than immersion in regional value domains, confirming the mechanism by which collective emotional experiences enhance local identity. These findings suggest the necessity for a strategic paradigm shift from technology-centered to experience-centered festival planning and underscore the importance of differentiated strategies tailored to festival context. Future research should extend to comparative analyses across various festival types and incorporate qualitative and moderating-effect approaches.

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