도시공원축제 선택속성이 도시태도와 감정반응에 미치는 영향

The Effects of Urban Park Festival Choice Attributes on Urban Attitude and Emotional Responses: Focused on the Yuseong Chrysanthemum Exhibition

This study was conducted on the Chrysanthemum Exhibition at Yurim Park in Yuseong-gu to find out how the optional nature of the festival affects urban attitudes and emotional reactions. A total of 395 effective samples were obtained and used for empirical analysis. The questionnaire collected for empirical analysis was analyzed using the statistical program, SPSS Win 26. The analysis methods included reliability analysis, factor analysis, multiple regression analysis, and simple regression analysis for statistical reliability and feasibility review. The results of the study showed that, first of all, the factors that the optional attributes of the festival affect the city's attitude were exhibition programs, convenience of use, and locality. These results were considered to have an important impact on urban attitudes by 1,100 chrysanthemum sculptures that created the Yuseong-gu character “Yuseong,” local folktales “hak,” and Yuseong Hot Springs in storytelling format. Second, the optional attributes of the festival were shown as factors affecting the emotional response, such as exhibition programs, convenience of use, and locality. Unlike other festivals, this is judged to be a differentiated exhibition program that can affect visitors' emotional reactions. Third, it was analyzed that urban attitude affects emotional response. Visitors who are friendly to the city's attitude can induce continued interest and visits to the host city of the festival by showing positive emotional reactions in their emotional responses.