지역축제 스토리텔링이 방문객의 장소애착과 행동의도에 미치는 영향

The storytelling effectiveness on visitors' place attachment and behavioral intention on local festivals

This study was to investigated the effectiveness of storytelling on visitors' place attachment and behavioral intention in the context of local festivals. Based on the review of related literature, three different dimensions of storytelling effectiveness(i.e., story, expression and interaction) were conceptualized. Data were collected from 388 participants of the 2010 Hyoseok Cultural Festival on September 2009. Results showed that all the three dimensions of storytelling effectiveness made significant effects on the place attachment and their behavioral intention. Results also showed that the two different dimensions of place attachment(place identity and place dependence) had statistically significant influence on the behavioral intention. Results of this study suggest the necessity of storytelling development in planning a local festival. Future research directions were also discussed.