This study is to figure out the local image reflected by the characteristics of local festival, and the influence of brand value on the opening result of festival and the life quality of local residents. Also, it is to make strategic suggestions for the successful Chongdo Bansi Festival of the future by way of pragmatic investigation of the influence relationship among variables.
For the pragmatic analysis of Chongdo Bansi Festival, we surveyed 400 customers who had visited the festival from Oct. 15 to Oct. 18, 2015. From them, we received 304 survey papers, and practiced a pragmatic statistic analysis using SPSS 22.0과 AMOS 22.0 Statistic Package Program after the data coding process. The results are as follows.
First, as a research hypothesis in regard to local image, and opening result of local festival, we investigated the sub hypothesis 1-1(local image will have a positive influence on the opening result of festival) of research hypothesis 1(local image will have a positive influence on the result of local development), and found that there is statistically positive influence. Also we investigated the sub hypothesis 1-2(local image will have a positive influence on the result of marketing), and found that there is a positive influence.
Second, as a research hypothesis in regard to the brand value, and the opening result of local festival, we investigated the sub hypothesis 2-1(the brand value of local festival will have a significantly positive influence on the result of local development) of the research hypothesis 2(the brand value of local festival will have a positive influence on the opening result of festival), and found that there is statistically significant influence. Also we investigated the sub hypothesis 2-2(the brand value of local festival will have a positive influence on the result of marketing), and found that there is a statistically significant positive influence.
Third, as a research hypothesis in regard to opening result of local festival, and the life quality of local residents, we investigated the sub hypothesis 3-1(the opening result of festival will have a significantly positive influence on the life quality of local residents) of the research hypothesis 3(the local development result of festival will have a significantly positive influence on the life quality of local residents), and found that there is statistically significant influence. Also we investigated the sub hypothesis 3-2(the marketing result of festival will have a positive influence on the life quality of local residents)), and found that there is a statistically significant positive influence.

Key Words: local festival, brand value, local image, opening result of festival, life quality, Chongdo Bansi Festival