大學祝祭 進行者의 資質에 관한 硏究

A Study on MC's Quality in College Festival : It's Effect on the Program Satisfaction and Intention of Participation and Recommendation

Recently, Korea experienced rapid growth of festival, which yields local government's self-governing, cultural identity and economic benefit. College festival also served various roles including integration of college students while backlashes by commercialization. For the successful college festival operation and capitalization of entertainment as a way to overcome commercialization of college festival, this research focused on relationship on MC's quality and program satisfaction. MC's good quality, as the moderator of event, is known to effective in successful program especially in TV and radio, creating parasocial interaction with audience. Findings said that MC's quality is derived factors, such as talent as entertainer, attractiveness, professionalism and celebrity potential and significantly effective on program satisfaction, intention of re-participation and intention of recommendation.