해양관광축제 방문객의 축제 참여동기와 만족에 관한 연구

Research on the Relation Among Motivation and Satisfaction of a Visitor to a Regional Festival

This article is to analyze participants motivation of regional festival. Motivation of festival attendance has been used as a valuable information for promoting satisfaction and revisit. This study aimed to explore motivation of Hongsung-gun namdang port Festival attendants and find the relations among motivation, satisfaction and revisit. The results of the factor analysis show that 15motive items were classified as five dimensions(novelty, escape, peculiarity, friendship, education). The results of the multiple regression analysis indicate that all motive factors were statistically significant with festival attraction. The findings indicate that regional festival planners can enhance participation through differentiated promotion strategy on each market segmented by motivating factors.