Chi‐Ok Oh

Structural Relationships between Tourists’ Festival Experience, Local Brand Awareness, Local Loyalty, and Purchase Intention of Agricultural Products: Focusing on Participants of Hampyeong Butterfly Festival and Chrysanthemum Festival

2022 · Journal of Tourism and Leisure Research

The purpose of this study was to analyze the structural influence of tourists" festival experience on local brand awareness and local loyalty, and purchase intention of agricultural products. Due to the outbreak of COVID-19, an …