지역축제 시장규모추정 및 수요분석

Estimating the Korean Local Festival Market Size and Analyzing the Determinants of the Demand

This study was to estimate the total volume and expenditure of Korean local festival market and to analyze determinants of the demand. Using the zero inflated Poisson model, the key determinants of the local festival demand have been scrutinized. The total number of visits and total number of visiting days at Korean local festivals were estimated to be 22,969 thousands, and 33,237 thousands respectively. In addition, the total expenditure of Korean local festival participants were estimated to be 795,2 billion Korean Won. Results also indicated that people who pursued an active lifestyle were more likely to participate in the local festivals, while the residents of Seoul and its surrounding areas were less likely to participate in the local festival than those of smaller cities. Finally, it also turned out that the socioeconomic characteristics of individuals did not explain much about the local festival demand.