지역축제관련 요인이 방문자 감정과 만족에 미치는 영향과 체험 및 참여수준의 조절변수적 효과

Abstract

The purposes of the present study are to investigate the different effects of festival elements based on the visitors' experience and their participation level and to empirically study the effect of the festival elements on the visitors' feelings and subsequent satisfaction. The study was conducted for three weeks, using questionnaires with actual festival participants, both the residents and non-residents. A total of 400 questionnaires were used in the final analysis and the findings of the study are as follows: First, the visitors' direct experience significantly affected their perception of festival elements in all entertainment-seeking motivation and PAD feeling variables except for arousal. The results show that more direct experience induces the recognition of the characteristics of the festival and feelings of pleasure or dominance, leading to the visitor's satisfaction. Second, the high- and low- groups of direct experience showed significant differences in the purely festival elements, i.e., customer-oriented service quality, program contents, in the personally-related festival elements, i.e., family-oriented motivation, and in the PAD feelings, i.e., pleasure, arousal, and dominance, but not in the entertainment-seeking motivation, which is a personal element. The results seem to imply that the more direct experience a festival visitor has, the higher his or her satisfaction is. Therefore, festival coordinators can increase the possibility of the visitors' repeated participation by developing various programs and marketing strategies for encouraging people to visit their festival. Third, the residents' participation significantly affected their perception of the festival elements in all variables except arousal, the PAD emotion, indicating the residents' higher interest and participation in festivals result in higher satisfaction. Fourth, the two purely festival elements of customer-oriented service quality and program contents significantly affected the PAD feelings of perception of pleasure, arousal, and dominance. However, the personal element of family-oriented motivation had a significant effect only on the dominance of the PAD feelings, while entertainment-oriented motivation affected only the pleasure feeling, indicating different effects of motivation on different feelings. Fifth, the purely festival elements of customer-oriented service quality and program contents significantly affected visitors' satisfaction, whereas among the personal elements only participation motivation affected satisfaction. The results seem to indicate that due to the nature of festivals entertainment-oriented motivation heightens satisfaction, rather than family-oriented motivation. Sixth, all the PAD feelings of pleasure, arousal, dominance were found to significantly affect satisfaction, implying the feeling formation through a visit to a festival can increase satisfaction. The study findings indicate that the festival visitors' satisfaction can be increased effectively by developing programs and events for festival participants, providing opportunities for direct experience through strategic direct experience marketing, and having them experience pleasure and excitement through actual visit to a festival.