축제 방문객의 휴리스틱 행동이 축제만족도와 축제신뢰에 미치는 영향 연구 - 2023 기지시 줄다리기 축제방문객을 중심으로

The Study on The Effects of Heuristic Behavior of Festival Visitors on Festival Satisfaction and Festival Trust

This study is about the effects of heuristic behavior of festival visitors on festival satisfaction and festival trust. The three main hypotheses are based on Heuristic Behavior, Festival satisfaction, festival trust. The empirical analysis was analyzed using the SPSS WIN Ver. 22.0 statistical package program after the questionnaire was collected and the survey was conducted for five days from April 19 to 23, 2023. First, According to the analysis results, four of the five factors in the Heuristic Behavior of Festival Visitors affected Festival Satisfaction. Second, One of the one factors in the Festival Satisfaction affected festival trust. Finally, Four of the five factors in the Heuristic Behavior of Festival Visitors affected festival trust. As the result of this study, In order to become a successful festival, it is necessary to find and improve ways to experience traditional cultural festivals through various storytelling, and to expand experience programs that meet specific topics. In addition, measures should be sought to continuously induce visits to the festival venue by developing unique spaces for various age groups to enjoy. Although it depends on the characteristics of the festival, it is necessary to continuously develop a unique festival that can meet the expectations of festival visitors and satisfy the participation itself by combining various things centered on representative programs. it is necessary to establish a vision and strategy from a long-term perspective through future-oriented goals.