The purpose of this study is first of all to figure out what factors effect the satisfaction of tourists who visited the 4th Gangnung Coffee Festival that has been held every year since 2009 and second of all to analyze the structure of expenditure of...
The purpose of this study is first of all to figure out what factors effect the satisfaction of tourists who visited the 4th Gangnung Coffee Festival that has been held every year since 2009 and second of all to analyze the structure of expenditure of those visitors so as to provide a planner, an operator and a policy maker of Gangnung Coffee Festival with the basic data which could have a beneficial influence on Gangnung regional economies in the future. Firstly, since among four influence factors on the level of satisfaction of visitors, the factor of the festival facilities showed a poor reliability, this factor was excluded and a multiple regression analysis was conducted. Secondly, a tobit model was applied and estimated. In conclusion, enriching contents of the festival, planning more aggressive promotional strategies and building a management system for those who have been to the festival are highly recommended.