地域祝祭 滿足度 構成要因이 訪問客 消費支出에 미치는 影響

An Effect of Visitors’ Satisfaction on Consumption Expenditure in Local Festival : A Case of ‘Incheon Pentaport Rock Festival 2012’

The purpose of this study support to marketing strategies through identifying visitors ’ satisfaction and consumption expenditure. In this sense, literature research explored prior studies not only economic aspect of local festivals but also relationship between visitors ’ satisfaction and consumption expenditure. Based on this review, this study set up research problems empirically and over 500samples were collected from ‘Incheon Pentaport Rock Festival 2012 ’. The results shows that visitors ’ satisfaction were not contribute to increase consumption expenditure, in type of local music festival. Specifically, some kind of satisfaction factors significantly negative effect on several consumption expenditure lists. In addition, festival construct that indicate festival characteristics(i.e. themes, materials) is very important factors which probably effect visitors ’ consumption expenditure. Then other marketing implications were discussed.