국제춤페스티벌 참가자들의 참여동기가 축제 이미지, 만족도, 행동의도에 미치는 영향-2015년 천안흥타령춤축제를 중심으로-

이성희 ( Sung Hee Lee ),조남규 ( Nam Gyu Cho ) 한국무용연구학회 2015 한국무용연구 Vol.33 No.3

본 연구는 천안흥타령춤축제의 국제민속춤대회에 참가한 전 세계 354명의 참가자들을 대상으로 참여동기가 축제 이미지, 만족도, 행동의도에 미치는 영향을 규명하여 축제의 성공여부와 지역 및 국가브랜드 이미지구축 방법제시를 위한 기초자료를 제공하는데 그 목적이 있다. 본 연구는 SPSS 18.0 통계 프로그램을 이용하여 빈도분석, 요인분석, 신뢰성분석, 상관관계분석, 다중회귀분석을 실시한 결과는 다음과 같다. 첫째, 국제춤페스티벌 참가자들의 참여동기는 축제 이미지, 만족도, 행동의도에 유의한 영향을 미쳤다. 둘째, 국제춤페스티벌 참가자들의 축제 이미지는 만족도, 행동의도에 유의한 영향을 미쳤다. 셋째, 국제춤페스티벌 참가자들의 만족도는 행동의도에 유의한 영향을 미쳤다. The purpose of this study was to analyze the effect of International dance festival participants` participation motivation on festival image, satisfaction level, behavioral intention. To achieve this purpose subjects were selected by participants in Cheonan World Dance Festival from 16 countries. Total 370 surveys were distributed and 354 samples were finally used after eliminating 16 incomplete samples using quota sampling among non-probability sampling. The data was analyzed by frequency analysis, factor analysis, correlation analysis, and multiple regression analysis by using Windows for SPSS 18.0. The following were the findings of this study. First, International dance festival participants` participation motivations were found to have significant influence on festival image, satisfaction level, behavioral intention. Second, International dance festival participants` festival images were found to have significant influence on satisfaction level, behavioral intention. Third, International dance festival participants` satisfaction levels were found to have significant influence on behavioral intention.

축제 정체성이 축제 이미지와 지역발전 성과에 미치는 영향: 제20회 부천국제만화축제를 중심으로

조영희,김창수 관광경영학회 2018 관광경영연구 Vol.80 No.-

Bucheon International Comics Festival, which is the Asia's leading comics festival, which presents the vision of Korean comics held for the 20th in 2017, is the best global comics festival of Asia selected as one of the 10 Greatest Festivals of Gyeonggi Province for two consecutive years including 2015 and 2016. It is also recognized as one of the representative comics festivals in Asia, and it is the largest festival in Korea that is filled with sights and imagination where you can make a comics travel. This study assumed that there is a need and value to develop and utilize contents reflecting the identity of local festivals, and on the subject of the 20th Bucheon International Comics Festival, this study analyzed the effect of local festival content identity on festival image and local development performance. As a result, as social awareness continues to improve, the proportion of cosplayers who make cosplay as comics festivals is increasingly growing at Bucheon International Comics Festival. As you can go on a festival as a member of the staff, you get dressed as a protagonist appearing in comics, animation, computer games, and movies, you participate in the parade, one of the main programs of the festival, or you take photographs all over the festival ground when the festival visitor requests, it was a good content to provide festival participation and sightseeing. Thus, it is a festival that will raise pride for local residents, and festival visitors will be attracted to festival space and cultural contents, which will encourage re‐participation and return visits in the future by planting a better festival image, suggesting a significant influence upon the potential for regional development.

축제브랜드, 도시브랜드, 방문객 자아이미지 간의 인지된 일치성이 방문객-축제브랜드 관계에 미치는 영향 -서울 지역 축제를 중심으로-

김나은 한국관광학회 2014 관광학연구 Vol.38 No.10

This study was designed to meet an emerging need for properly addressing issues concerning region based festival events in Korea and paving the way for more elaborate research on branded festivals. Basic data can help to achieve policy for creating distinct regional identities and images, as well as well-known festival brands. Also specific implications can be drawn for scholars and practitioners. The results showed that congruence between festival and destination brands, festival brands and self-images, and destination brands and self-images, had a significant influence respectively on the visitors-festival brands relationship, which in turn had a significant impact on festival brand loyalty. A Chi-squared test was conducted, using a new model with a given set of constraints and an established model, to compare the sizes of the factors having significant impacts on visitor–festival brands relationship. The results revealed that, of the three factors, congruence between festival and destination brands was the most influential, followed by congruence between festival brands and self-images and then that between destination brands and self-images.

The Effects of Festival Service Quality on Brand Equity

Hu Ting,Jeong Gang-Hoan 한국상품학회 2010 商品學硏究 Vol.28 No.5

This study is to examine the relationship between festival service quality and brand equity. Based on the literatures, dimensions of brand equity are defined. The relationship between festival service quality factors and brand equity are to be investigated. At the same time, which factors of festival service quality have effects on the dimensions of brand equity need to be found out. In order to achieve the objectives, a survey is carried out towards festival visitors who attended Gimje Horizon Festival. In general, the results confirm that festival service quality in terms of program quality, information quality, physical facilities quality and products quality have a positive effect on building brand equity. Festival visitors can increase their familiar with festival brand through the experience of various program, getting more information about the festival and seeing physical facilities with festival symbols. And festival brand image can be derived from all brand related activities provided by festival. Direct experience such as hands-on experience programs, purchasing festival products, or using festival facilities can make effects on building festival brand image.

밀레니얼 축제방문객의 축제경험이 축제에서 느끼는 행복감 축제애착도, 그리고 충성도에 미치는 영향

전상미 ( Jeon Sang-mi ) (사)한국마이스관광학회(구 한국컨벤션학회) 2020 MICE관광연구 Vol.20 No.4

The purpose of this study is to identify the cultural festival experiential attributes, and to examine the impact of these festival experiential attributes on Millennial festival visitors’ behaviors such as happiness, festival attachment, and festival loyalty. A research model was proposed based on the previous studies and the mode was tested with data from 256 Millennial festival visitors at the cultural festival. Exploratory factor analysis was conducted and identified entertainment, escape, education, and esthetic as cultural festival experiential attributes. Subsequent confirmatory factor analysis and structural equation modelling analysis revealed that two of four festival experiential attributes (i.e., entertainment and escape) play significant roles in inducing Millennial festival visitors’ happiness, festival attachment, and loyalty. The findings of this study will help festival practitioners who wish to enhance experiential offerings according to the tastes and preference desired by Millennial festival visitors.

축제 인적서비스가 축제 및 지역이미지에 미치는 영향-논산딸기축제를 중심으로-

노원중,지진호 한국외식산업학회 2020 한국외식산업학회지 Vol.16 No.2

The purpose of this study is to find out whether festival human services affect the formation of festivals and regional images. The objects of this study were the participants of the Nonsan Strawberry Festival. 230 questionnaires were distributed and analyzed 227 collected questionnaires with SPSS18.0. The results of this study are summarized as followings. First, Festival human service was found to have an effect on the festival image, and all variables were analyzed to have a significant effect on the festival image. Second, among human service variables, it was analyzed that kindness and customer convenience had a significant influence on regional image. Third, all elements of the festival image had a significant effect on the regional image. In order to successfully operate the festival and form a positive regional image, the organizer of the festival needs to establish a festival strategy by considering the factors of festival human service. In particular, among the factors of human service, the attitude of hospitality of the operating personnel, ability to speak foreign languages, and ability to cope with safety accidents were found to have a positive effect on the image formation of participants.

축제 서비스스케이프가 축제이미지, 감정반응, 행동의도에 미치는 영향 : 진안 홍삼축제를 사례로

류인평,정총화,이정섭 관광경영학회 2018 관광경영연구 Vol.85 No.-

The Effect of the study is investigate of festivalservicescape on festival image, emotional response, and behavioral intention for tourists participating in Jinan Ginseng Festival in 2018 Jinangun, Jeollabukdo. The Jinan red ginseng festival starts in 2013 and runs for 6 times until 2018. It is a festival held under the theme of ginseng, a special product of Jinan. The image of the festival theme is stronger than any festival. And the entrance of the festival is concentrated in one place, and the arrangement of the festival is a festival that plays a big role for the tourists participating in the festival. Therefore, the festival service landscape tries to investigate the influence of the relationship between the festival image, the emotional response and the behavioral intention. This study was to investigate the influence structure of the variables on the festival servicescape based on the theories of literature research and previous studies in order to identify the cognitive image, emotional image, emotional response, and factor structure of the behavioral intention. First, the influence of the festival servicescape on the festival cognitive image was influenced by the factors of 'fidelity', 'information', 'design' Respectively. Second, the influence of the festival servicescape on the festival emotional image has a significant influence on the factors of 'fidelity' and 'suitability' except the 'information' and 'design' Respectively. Third, all four factors of festival servicescape have a significant influence on the influence on the emotional response to festival servicecape. Fourth, all four factors of festival servicescape were found to have a significant influence on the influence of festival service landscape on behavioral intention festival cognition Image, and emotional image were all significant influences. Fifth, festival cognitive image and emotional image had significant influence on emotional response and behavioral influence on festival image. Sixth, the effect of the festival on the behavioral intentions of the emotional response showed that the higher the emotional response of the festival participants, the higher the intention to act.

축제와 지역정체성의 재구성

고원규(Ko Weon-Gyu) 실천민속학회 2011 실천민속학연구 Vol.17 No.-

지역 축제는 최근에도 축제의 진위와 기능에 대한 논의가 활발한 영역이다. 이 글은 축제의 원형론에 관한 논의 보다는 축제가 역사 속에서 변화과정을 겪으면서 어떻게 새로이 전통을 재구성해 가는지에 주목한다. 이 글은 특히 개천예술제로 등장해 오랜 기간 동안 예술인들의 명성을 얻는 신인등용문으로서 역할이 쇠락하게 되고, 1990년 전후 유등축제라는 새로운 ‘관광축제’로 이행하는 과정을 면밀히 살펴보았다 새로이 등장한 관광을 목적으로 하는 유등축제는 지역의 전통을 강조하지만 보다 관광객의 요구에 따른 시선이 작용함으로서의 상품화 과정을 겪고 있다. 이러한 축제의 관광상품화는 종래의 ‘예술축제’로서의 기능과 역할과는 다른 축제의 가치와 의미를 추구한 바이다. 유등 축제는 관광객의 시선에 반응한 지역사회의 관광발전 전략과 정부의 축제 정책에 부응하여 전통적 이미지의 상품화 과정을 통해 재구성한 ‘관광축제’라고 할 수 있다. 전략적인 측면에서는 유등축제는 정부의 주도적인 축제 정책에 따른 상품화과정을 통해 새로운 지역이미지를 얻는데 일단은 성공한 것으로 보인다. 그러나 급격한 상품화 과정을 겪고 있는 유등축제는 시각적인 소비를 위한 볼거리로 전락할 수밖에 없다는 우려와 함께 궁극적으로는 지역전통이 이미지화되고, 구경거리가 됨으로서 정체성의 논쟁에 불을 지필 수도 있다. 향후 유등축제는 지역성을 획득하고 그 의미를 정착시켜 나가는 과정에서 지역사회구성원들 사이에 갈등을 겪을 여지가 충분히 있다고 본다. Up until recently, there have been many debates about the authenticity and functionality of regional festivals. Rather than attempting to concentrate on the original theories of festivals, this paper places its emphasis on the changes that festivals have gone through over their history to reconstruct various traditions. It will especially focus on 'Gaecheon Yesul Je', and the processes in which the festival emerges as a prestigious art festival that acts as the gateway for new artists, loses its influence over the years, and transforms itself during the 90s into today's oil lantern festival, which has become a new tourist attraction. The newly emerged 'Yu-deung lantern festival', which was created for tourism purposes, emphasizes the local traditions. However, as the demands of the tourists began to have influence on the running of the festival, the festival is now going through a phase of commercialization. Such commercialization of the festival indicates that the festival is pursuing a different set of values and meanings from the one that the previous art festival used to pursue. The 'Yu-Deung lantern festival' is a festival for tourists that has been reconstructed by going through a commercialization process of traditions in accordance with the local community's reaction to the demands of tourists, as well as the government's festival promotion policy. From a strategic point of view, it can be said that the oil lantern festival was successful in establishing a new local image by product commercialization, following the government's festival promotion policy. However, the rapid commercialization process that the festival underwent has raised concerns that the festival may be reduced to a mere spectacle for visual consumption. This, ultimately, will cause the regional traditions to become part of the image, which is likely to spark a debate over the identity of those traditions. It is very likely that the members of the regional community will face several conflicts in near future, during the phase in which the oil lantern festival attempts to develop and install unique regional characteristics for itself.

축제참가자의 지역축제 의의에 대한 인식과 평가에 관한 연구

황화석(Hwang, Hwa-Seok) 한국지역지리학회 2015 한국지역지리학회지 Vol.21 No.2

「안동국제탈춤페스티벌2011」을 대상으로 축제참가자의 지역축제 의의에 대한 인식과 평가에 관해 연구 하였다. 연구결과는 먼저, 안동국제탈춤페스티벌에 참가한 축제참가자들의 인구학적 특성은 대졸학력의 20~40대 연령층과 가 족단위의 방문객이 주를 이루었으며, 외지인과 지역주민 간의 인구학적 특성의 차이는 거의 나타나지 않았다. 둘째, 지역축제 특성에 대한 인식을 알아보기 위해 실시한 설문조사 결과, 지역축제가 지역문화자원 활용정도와 지역축제의 주제 반영정도에 대하여 두 집단 모두 긍정적으로 응답하였다. 주제의 반영정도는 지역주민들의 사례축제에 대한 긍 정적인 인식이 보다 높은 것으로 나타났다. 셋째, 지역축제의 의의는 지역주민 화합, 지역 경제활성화 그리고 지역 홍 보 및 지역 이미지 제고이다. 여기서 지역주민과 외지인들은 지역 홍보 및 이미지 제고를 가장 긍정적으로 인식한데 비해 지역주민 화합에는 다른 설문항목에 비하여 긍정적인 인식이 낮았다. 따라서, 사례축제가 보다 지역사회에 깊게 뿌리내림 하기 위해서는 축제를 통한 지역주민들의 문화적인 삶의 질을 향상시키고 주민들의 적극적인 참여를 보다 유도할 필요성이 있다. 그에 대한 개선방안으로 지역주민들을 위한 프로그램마련과 축제의 기획, 집행, 평가 과정에서 지역주민들의 참여가 가능한 다양한 창구를 마련하여 지역주민들의 참여를 확대할 것을 제시한다. This paper is investigated to awareness and assessment by festival participants’ to significance of lacal festival in 「Andong International Mask Dance 2011」. As results, first, demographic characteristics of festival participants’ in case study are that dominated participants’ were tewnties to fourties consisting consanguine and graduates. There is almost same rate in demographic characteristics. Second, the results of questionnaire for characteristics of local festival are that positive responds was dominated at degree of using and respect of local culture resources and main theme reflected to festival. Third, questionnaire items of the significants of local festival are participation desire and real participation rates of citizen to local festival, contribution rate of citizenry reconciliation, effects of regional marketing and increasing regional image, local economy development and rate of improving people’s quality of cultural life. In these item, effects of reginal marketing is most positive response by Andong citizen and outsiders. And positive response of economical effects is higher outsiders then citizen. However, the contribution rate of citizenry reconciliation is lower then other items to positive response. Therefore, methods of regoinal embeddedness of case festival are evaluating life quality of local citizen by local festival and leading active participation of local people to local festival.

축제 서비스요인이 방문객 만족도와 지역관광에 미치는 영향

정강환(Jeong, Gang-Hoan),안정하(An, Jeong-Ha),임명재(Lim, Myoung-Jae) 한국문화산업학회 2012 문화산업연구 Vol.12 No.4

The purpose of this study is to identify the effects of festival service quality factors on festival visitors" satisfaction, local culture perception and local tourism visiting intention, In order to achieve the objectives of the study, the survey was conducted towards visitors who attended Hampyeong Butterfly Festival. Three festival service quality factors in terms of festival product and food, information service and other facilities were derived from factor analysis. According to the analysis, it was found that festival product and food and information service positively affected recognition of local cultural tourism and visiting intention to nearby region. At the same time, festival visitors" satisfaction also had direct positive effects on recognition of local cultural tourism and visiting intention to nearby region. According the results, some practical implications and suggestions were proposed to festival managers for the development of festivals. The purpose of this study is to identify the effects of festival service quality factors on festival visitors" satisfaction, local culture perception and local tourism visiting intention, In order to achieve the objectives of the study, the survey was conducted towards visitors who attended Hampyeong Butterfly Festival. Three festival service quality factors in terms of festival product and food, information service and other facilities were derived from factor analysis. According to the analysis, it was found that festival product and food and information service positively affected recognition of local cultural tourism and visiting intention to nearby region. At the same time, festival visitors" satisfaction also had direct positive effects on recognition of local cultural tourism and visiting intention to nearby region. According the results, some practical implications and suggestions were proposed to festival managers for the development of festivals.