지각된 환경단서에 의한 지역이미지가 행동의도에 미치는 영향 = 김해 가야문화축제를 중심으로

다국어 초록 (Multilingual Abstract)

This study was intended to clarify how local image by Perceived environmental cues affected on Behavior Intention, aiming at Kaya cultural festival, Gimhae area, Gyeongsangnam-do. For accomplishing this purpose this study put SPSS win version 15.0, a statistical package program into data processing, and put frequency analysis, reliability analysis, factor analysis, regression analysis into verification of hypothesis. Major results of this study were as follows; there was statistically significant Influence of local image by Perceived environmental cues on Behavior Intention. First, when taking influence of Perceived environmental cues on cognitive image into account, it was revealed that there was significant influence of Perceived environmental cues on cognitive image, such as convenience facility, accessibility, food, convenience facility. By the way local image could be largely categorized as cognitive image and emotional image. Second, when taking influence of Perceived environmental cues on emotional image into account, it was revealed that there was significant influence of Perceived environmental cues on emotional image. Third, when we seeking how local image affected on Behavior Intention, it was revealed that local image affected significantly on Behavior Intention.