축제동기의 체험몰입에 대한 영향 = Motivation and Optimal Experience in Festival

다국어 초록 (Multilingual Abstract)

In previous researches, the motivation of festival participants has been investigated as dichotomy between push and pull factors. The purpose of this study is to reveal the influence of push factor on pull factor of festival participants` motivation, and also to investigate the influence of festival participants` motivation on optimal experience. The SPSS statistic 20 and Amos 20 was used to analyze the result of the survey of 309 samples in the manner of EFA, reliability analysis, CFA and SEM. As results of EFA, 3 elements are selected from 5 motivation elements of push factor, 5 elements are selected from 5 motivation elements of pull factor, 6 elements are selected from 9 elements of optimal experience. And then CFAs are conducted that show 3 motivation elements of push factor, 3 elements of pull factor, 4 elements of optimal experience. Findings reveal that: (a) push factor has positive influence on pull factor of festival participants` motivation; (b) festival participants` motivation has positive influence on optimal experience. The results of this study could provide festival organizers insights of festival planning and operation, they have to focus on optimal experience in festival with push factor more than pull factor of festival participants` motivation.

참고문헌 (Reference)

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