지역축제 참가자의 만족 및 재방문의사에 관한 연구

Abstract

This study intends to encourage the local cultures and economy by investigating the relationships among satisfaction, revisiting and recommendation based on the satisfaction factors of participants in the local festival. This study also helps festival planners to develop programs suited to local features. To accomplish this purpose, I surveyed the participants visiting the main local festival, the 46th Tamna Cultural Festival. The results of approving the hypotheses have been summarized as follows: First, demographic characteristics such as residence and jobs and participating forms such as times of visiting the festivals and ways of getting information were found to be significant. Second, as the result of reliability on the satisfaction factors, Cronbach's alpha is 0.827. Satisfaction attributes were found to have effect on the satisfaction as the result of factor analyses to check the reliability and feasibility shows that KMO is 0.825 and total explanation is 60.473%. Third, the result of regression analyses showed that though the satisfaction with the festival had the relationships with revisiting and recommendation, the hypotheses was rejected due to its low suitability. The reason is that typhoon came in Jeju during the festival, causing the bad weather and the flooding damage. The lack of promoting the festival also led to decrease the number of participating the festival. People involved in the festival could not prepared for the festival because they had to recover the flooding damage. And the site for the festival was damaged by the flood. However, this study has the following limitations: First, the result of analyzing the participants in the Tamna Cultural Festival has the limitation of generalizing the analyses. It is necessary to extend to the festivals selected by the Ministry of Cultures, Sports and Tourism. Second, though the satisfaction among the people from Jeju and Mainland has a difference, this study has the limitation of generalizing the satisfaction due to its low participation. Third, it is necessary to analyze the intention of revisiting and recommending the festival by using the satisfaction with the festival when the satisfaction with the festival is normal. Therefore, the future study will contribute to establish the successful festival in case of finding the ways of overcoming the above limitations.