This study was to identify the causal relationship between experiential festival attributes, festival environmental cues and the visitors' satisfaction based on 2007 Boryeong Mud Festival as experiential festival and 2007 Gwacheon Hanmadang Festival as watching festival. Especially, author focused on comparative analysis between experiential festival and spectating festival. According to factor analysis and multiple regression analysis, experiential festival attributes was found divided into various parts, most of which exerted positive causal relationship on visitors' satisfaction. Also variables such as creativeness/nature among experiential festival attributes and transportation/guide service, connection commodity among festival environmental cues in Gwacheon Hanmadang Festival were found exercising positive influences upon visitors' satisfaction.
I. 서론
II. 이론적 고찰
III. 연구모형 및 가설설정
IV. 조사설계
V. 실증분석 결과
VI. 결론 및 시사점
참고문헌
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