지역축제의 만족도에 관한 연구 : 경주 전통주와 떡 축제를 대상으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to measure the degree of satisfaction on the Korean traditional liquor and cake festival held in Kyngju and to identify the attributes which affect tourists' expectation and satisfaction. The research findings can be summarized as follows :
Firstly, travellers are turned out to be students and those who are involved with professional jobs in service and office management ranging from 20 to 30 years old. Secondly, those who joined in the Korean traditional liquor and cake festival get the information on the festival through newspaper and media or friends, and most of them make one - day trip without spending a night in Kyongju. In terms of tourist expenditure, they spend 10 to 60 thousand won in average purely for the festival. Apart from the festival, Bulguksa temple - the Unesco World Heritage - are found to be one the most favourable tourist destinations. Lastly, 'value experience' and 'diversity' indicating heterogeneity to other festivals took the highest value among the contending attributes in both expectation and satisfaction. The attributes which have similar degree of satisfaction than that of expectation were 'mentality', while it was vice versa in the case of 'convenience' attribute.
In conclusion, the festival is likely to attract more tourists if more convenient facilities and other environments are installed and improved. Nevertheless, most of the tourists turned out to be satisfied with the Korean traditional liquor and cake festival in Kyongju due to its values of cultural experience, education and native place.