문화예술축제 이미지의 선호도 차이분석

Analysis of Differences in Image Preferences of Culture and Art Festival : Comparison of Two Consecutive Years of the Gwangju Biennale

The purpose of this study is to compare image preferences of the Gwangju Biennale between the two consecutive years of 2002 and 2004 using a correspondence analysis. This study also examines any significant differences in image factors with respect to overall satisfaction and revisit intention using a multiple regression. For this end, image items were factor analyzed using the principal component method and varimax rotation procedure in order to delineate underlying dimensions of image associated with the 2002 and 2004 Gwangju Biennale, respectively. The results of the factor analysis show that 28 image items were classified as six dimensions for the year of 2002 and seven dimensions for the year of 2004. The results of the multiple regression analysis indicate that three of all image factors (e.g., education, operation, entertainment) were statistically significant with overall satisfaction and revisit intension. The results of the correspondence analysis also indicate that some image factors were related to demographic variables.