Since the age of local autonomy was opened, many local governing bodies have spent a lot of financial investment and effort developing regional festivals as means of facilitating the place marketing and regional economic development, in order to aim a...
Since the age of local autonomy was opened, many local governing bodies have spent a lot of financial investment and effort developing regional festivals as means of facilitating the place marketing and regional economic development, in order to aim at maximizing the effects with limited resources. However, the negative points about the themes of regional festivals and the service factors of programs have been increasingly made. It is commonly pointed out that the current regional festivals are not diverse in the contents of the festivals, and planned and proceed in an uniform way. Therefore, this study is aimed at analyzing the following points; firstly, whether or not the factors of main programs in regional festivals reflect the main themes and images of the festivals well, secondly, how the factors of main programs in the regional festivals affect the satisfaction of the regional festivals, and thirdly, how the program matching with the image of regional festivals affect the satisfaction of regional festivals.