축제 체험이 즐거움 및 행동의도에 미치는 영향

The Effects of Festival Experience on Enjoyment and Behavior Intention: Focused on Jecheo Bakdal Song Festival

This research is to look at the influence of the Jecheon Bakdal Song Festival's recreational, aesthetic, and educational experiences on the attendees and their enjoyment and behavioral motivation. This has been achieved via an empirical analysis of questionnaires completed by attendees. For this study, 292 valid samples were obtained and verified. In order to verify hypothesis, descriptive statistics, exploratory factor analysis, correlation analysis, confirmatory factor analysis and analysis of covariance. The research results are summarized below. Firstly, aesthetic and recreational experiences have been shown to have a positive influence on enjoyment and behavioral motivation. Educational experiences have no such impact on either (Pine & Gilmore, 1998). Secondly, recreational experiences have been shown to have a greater impact on enjoyment than aesthetic experiences. The practical implications for promoting the future growth of the festival are as follows. First, the performance environment, such as stage decorations and costumes, should be improved for more aesthetic appeal. Second, the genre of the festival should be expanded and a committee responsible for organizing the festival should be established. Third, experience factors should be developed with an accurate understanding of participation classes and motivations.