지역축제 요인이 방문자 감정과 만족에 미치는 영향 - 체험과 참여의 조절변수적 역할

The Effects of Local Festival Elements on the Visitors" Feelings and Satisfaction : the Moderating Role of Direct Experience and Paticipation

  The objectives of this research are to investigate the effects of three major constructs such as contents, personal factor, and environmental factor of local festivals on visitors" affective responses and satisfaction. In addition, the moderating effects of visitors" direct experience and the level of past experience in the relationship between the festival factors and affective responses are specifically explored, A survey was conducted to collect the data with prepared questionnaires. 409 questionnaires were distributed to two groups of samples : residents are non-residents groups held in four local festival areas, and 400 questionnaires among them were finally used for the analyses. Empirical results are as follows. First, the festival contents, entertainment seeking motive of personal factor, and the environmental factor of accessibility were found to affect visitors" affective responses, especially hedonic feeling. The moderating effects of visitors" direct experience and the level of past experience were found to be significant between the festival factors and hedonic feelings. Additionally, the festival contents and accessibility were also appeared to affect visitors" satisfaction directly. Visitors" hedonic feelings were found to affect satisfaction at a larger extent.