National pride and safety awareness at large events: analyzing BTS’ ‘Yet to Come’ concert in Busan

Abstract

This study examined the impact of safety awareness on the branding effectiveness of cultural events in the context of globalization. Focusing on BTS’ ‘Yet to Come’ concert, a significant event supporting South Korea’s bid to host the Busan World Expo 2030, we analyzed responses from 552 attendees using SPSS 26.0 and AMOS 21.0. Our findings revealed that while safety awareness education elevates expectations for safety management services, general safety awareness significantly improves both safety and emergency services. Furthermore, life safety awareness enhances emergency services. Importantly, effective safety services bolster national pride and increase attendees’ willingness to participate in similar future events. This underscores the crucial role of government involvement in ensuring safety and trust in the safety management of events aimed at international audiences. These insights provide a foundation for improving event safety management, contributing to the success and reputation of such performances on a global scale.