유료형 축제 참가자의 대기환경과 행동분석

Analyzing the Behavior and the Waiting Environment of Visitors of Festivals Charging an Admission Fee : Focusing on the Boryeong Mud Festival

This research aims to analyze the relationship between waiting environment and perceived waiting time, emotional reaction, and festival satisfaction based on the experience of the visitors of the Mud Zone, which is a part of the Boryeong Mud Festival, and charges an admission fee. As for the results, first, it was found that among the two factors of the waiting environment, physical environment and human environment, the first did not affect perceived waiting time, while the second had a positive effect on it. Second, it was discovered that perceived waiting time had a positive effect on both positive and negative emotional reaction. Third, findings show that perceived waiting time does not have a positive effect on festival satisfaction. Fourth, as for the relationship of emotional reaction and festival satisfaction, it can be stated that while positive emotional reaction affects festival satisfaction in a positive way, negative emotional reaction does not. Therefore, when festival authorities face a situation of festival-goers having to wait, it is more important to improve the strategies connected to human environment and providing related information than improving the physical environment. The theoretical implication of this research is the contribution to the diversification of research related to festivals that charge an admission fee. Moreover, the practical implication is helping festival authorities in making better strategies for festivals with admission fees.