The Effect of Non-Material Cultural Heritage Brand Personality on the Immersion Experience and Tourism Satisfaction of Foreign Tourists: Focusing on the Case of the Performance of 'Impression-Rijang'

Key Points

• The aim is to empirically analyze how non-material cultural heritage brand personality impacts immersion experiences and tourism satisfaction for foreign tourists.
• Examined the non-material cultural heritage brand personality in the context of cultural performance 'Impression-Rijang'.
• Identified sub-factors of brand personality: creativity, fusion, leadership, and vigor.
• Analyzed the structural relationships between these factors and tourism satisfaction.
• Studied the mediating role of immersion experience in these relationships.
• All sub-factors of brand personality significantly positively impacted tourists' immersion experiences.
• Immersion experience was identified as a core predictor of tourism satisfaction.
• Brand personality exerted both direct and indirect effects on tourism satisfaction through immersion experience.
• A positive city brand attitude strengthened the link between immersion experience and tourism satisfaction.