최초방문자와 재방문자간의 지역축제 동기, 만족평가와 행동의도, 지역문화 인식 비교 연구

A Comparative Study of Local Festival Motivation, Satisfaction Estimate, Behavioral Intentions and Local Culture Perception: The Case of First Time Visitor and Repeated Visitor

The purpose of this study is to examine local festival motivation, satisfaction estimate, behavioral intentions and local culture perception the differences between festival first visitors and repeated visitors. Data were collected with a structures questionnaire at the Jun Nam Suncheon-city of Reed festival from 14th until 22nd of Oct. 2006, 261 sample were used for statistical analysis. Data analysis method were used to Crombach's, reliabilty, kaiser measurement sample adequacy, factor analysis, MANOVA. As the results of this research, festival visitor's motivation were composed of four factors: a harmonious family, escape, exciting, enjoyingand satisfaction were composed of three factors: event program, transportation and convenience facilities, shopping and food. And festival motivation, satisfaction, behavioral intentions and local culture perception appeared as the differences between first-time visitors and repeated visitors. The result of this paper may help local festival planner and marketers for festival marketing strategy.