자아이미지 일치성을 통한 축제경험 이해

The Study on Understanding Festival Experience through Self-image Congruity

Self-image congruity has been proposed as a pivotal concept to understand a wide range of consumer behaviors. In tourism literature, however, there has been lack of research efforts to explore the effects of self-image congruity on festival experiences. This study examines the extent to which festival visitors' self-image congruity affects the satisfaction with festival experiences. This study also identify that festival visitors' involvement affect the degree of self-image congruity with the jazz festival. The on-site survey was conducted to examine the proposed hypotheses with Jarasum International Jazz Festival visitors. The results of the hypothesis confirmed the effects of involvement on self-image congruity, and further confirmed that the degree of self-image congruity positively affects festival satisfaction. However, it should be noted that the results validated the proposed hypotheses particularly when direct measurement items were employed. Theoretical implications are related to the issue of measurement scale and antecedents of self-image congruity particularly within the context of tourism. Directions for future research were also suggested in this study.