지역축제의 경험적가치·도시태도·감정반응 상관관계 연구

A Study on the Relationship among Experiential Values, Urban Attitudes, and Emotional Responses in Local Festivals

This study was intended to look into a local festival to find out how the experiential values of festival participants affect their urban attitudes and emotional responses. A total of 262 valid samples were obtained to be utilized in a statistical program for an empirical analysis. The questionnaire collected for the statistical analysis was analyzel by use of SPSS Win 28. The process contains a series of methods including reliability analysis, factor analysis, simple regression analysis, and multiple regression analysis for statistical reliability check as well as feasibility review. This study draws 3 folds of conclusions as a result. First, the experiential values gained in the local festival, Peongchang Zinnia Festival, affecting the urban attitudes were service excellence and visitor efficiency. These results were considered to have a significant impact on urban attitudes by the hospitability of the hosting citizens that created the fascinating city resources. Second, same things are true among the experiential values to affect the emotional responses. The travel trend of family gathering in local festivals shows the analysis that the fun factor among experiential values has the greatest impact on emotional response.Lastly, urban attitude is analysed to strongly affect emotional response. Visitors who are positive to the urban attitude is likely to generate continuing interest and intention to revisit to the festival hosting city. It is highly recommended that local festivals should be used as resource for enhancing city brand awareness and residence desires.