The Impact of Visitors` Satisfaction with a Festival on Their Consumption and Spending on a Festival = Focused on the 13th Sejong Jochiwon Peach Festival

다국어 초록 (Multilingual Abstract)

This study conducted a survey with the visitors to the 13th Sejong Jochiwon Peach Festival(2015) and examined which variables affect consumption and spending. It was also aimed to enhance the competitiveness of the festival, so it analyzed the collected data to know which variables affect satisfaction with the festival and duration of satisfactory time of stay and to improve them, if necessary. This study demonstrated that festival satisfaction and duration of satisfactory time of stay at festival are affected by contents of festival, festival products, easy access, number of visits, and duration of time of stay at festival venue. It also verified that total amount spent is affected by produce and duration of time of stay. The satisfaction with festival products has 1.7 times greater impact on total amount spent on the festival and that duration of time of stay at festival venue has 1.3 times greater impact on total amount spent on the festival as it increases every an hour. Based on these results, a festival preparation committee needs to recognize the importance of managing festival products and duration of time of stay at festival venue in planning a local festival and to design a visitor-oriented differentiated program. The findings of this study is expected to help Sejong Jochiwon Peach Festival establish firm identity, grow further into a prominent festival, play a role of preserving the local cultural assets, improve the life quality of the local residents, and unify the local residents into one.