진도 영등축제 프로그램 차별화 방안

A Discriminative Plan of Jindo YeongDeung Festival Program - Focus on participants’ motivation and festival image -

Generally, many local festival organizations offer similar programs to different groups of participants. Offering similar programs will not differentiate certain festivals from others. This will have an effect on local government economically since it does not make participants interested. There were three purposes in this study. First, this study inferred factors of festival image and participating motivation of Jindo YeongDeung Festival. Second, the study invested correlation between festival participating motivation and participants’ statistics/behavior using a factor analysis. Third, the study investigated the relationship between factors of image and specified participating motivation of local festivals. Thus, this study tried to present a discriminating program that corresponded to certain participants to make local festival more competitive.