축제시장 세분화를 위한 지역축제 이미지 속성에 관한 비교 연구

A Comparative Study on the Local Festival Ambiance as a Basis for Segmenting Festival Market: The Case of 2004 Goseong Dinosaur Fair for Kids and Kyongju Korean Traditional Drink and Cake Festival

This study was initiated as an attempt to discern how local festivals can effectively promote local cultural tourism and economy. The purposes of this study are: (1) to explore the particular characteristics that determined the ambiance of the Goseong Dinosaur Fair for Kids and Kyongju Korean Traditional Drink and Cake Festival 2004; (2) to investigate any significant relationship among factors determining festival ambiance, tourist demographic variables, and satisfaction, toward segmenting festival market, and developing overall local cultural tourism development. This study examines the experiences of 355 tourists who attended the festival. The findings of this study will provide future festival managers with useful implications in festival planning and management.