The purpose of this study was to identify the relationship among participants motivaton, attitude and satisfaction, loyalty component of music festival through SEM(Structured Equation Model). A survey was conducted from August 10 to August 12, 2012. A total of 350 questionnaires were collected and 314 questionnaires were used. The results of this study are as follows: Firstly, it was found that experience & entertainment factor of participants motivation had a positively significant influence on affective attitude, however, there was not any significant influence on cognitive attitude, in the second place, concern for musician and sense of place factors of participants motivation had a positively significant influence on cognitive attitude, but, there was not any significant influence on affective attitude. Secondly, it was found that the cognitive attitude had a statistically positive effect on affective attitude and satisfaction, but there was not any significant influence on loyalty. Thirdly, it was found that the affective attitude had a positively significant influence on satisfaction and loyalty.
I. 서론
II. 이론적 배경
III. 연구 모형 및 조사 설계
IV. 결과분석
V. 결론 및 시사점
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