축제방문동기와 관광지 선택속성간 영향관계에 미치는 유명인 관여도 조절효과에 관한 연구

The Moderating Effect of Celebrity Involvement on the Relationship between the Festival Motivations and the Destination Choice Attributes: A Focus on the Astronaut Ko San’s Effect at the 2009 Mt. Bohyun Star Festival

This study examined the moderating effect of the celebrity involvement between the festival motivations and the destination choice attributes. A total of 309 questionnaires were collected form visitors of ‘2009 Mt. Bohyun Star Festival’ held in Youngchun city on May 2009. Results of a factor analysis identified five dimensions of participants motivations: ‘knowledge’, ‘escape’, ‘novelty’, ‘socialization’ and ‘family togetherness’ and four dimensions of destination choice attributes:　 ‘social infrastructure’, ‘nightlife activities’, ‘residents’ attitudes’, and ‘nature’. Celebrity involvement was factored into ‘self-expression & centrality’, and ‘attraction’. Results revealed that ‘self-expression and centrality’ significantly moderates ‘novelty’ and ‘socialization’ into ‘nightlife activities’ and ‘residents’ attitudes’. Results also showed that ‘attraction’, one of the sub-factors of celebrity involvement, significantly moderated ‘escape’ and ‘socialization’ into ‘social infrastructure’. The conclusion and limitations were discussed.