축제프로그램의 체험만족이 재방문의사 및 추천의사에 미치는 영향

The Impacts of Festival Participants' Satisfaction Level of Hands-on Activities on their Intent of Revisit and Recommendation

This study was to find out the impact of a local festival participants' satisfaction level of hands-on activities programs on their intent to revisit and recommendation. In order to explore the impact, 395 samples were selected from participants of two winter-experiencing festivals: Hwacheon Mountain Trout Festival and Mt. Taebaek Snow Festival. Factor analysis came up with the five hand-on activity program factors such as entertainment program, visual sentiment program, local indigenous product program, physical activity program, and ceremony program. Among those programs, entertainment program, local indigenous product program, and physical activity program impacted significantly on revisit intent. Also, hands-on activity programs such as visual sentiment program, local indigenous product program, and physical activity program significantly influenced the recommendation intent.