지역축제 스토리텔링이 축제매력성과 방문자 만족에 미치는 영향 = Storytelling Effectiveness on the Festival Attraction and Visitors` Satisfaction on Local Festivals

다국어 초록 (Multilingual Abstract)

Local festivals these days have been faced with uncharacteristic contents which reduces tourist counts and negatively affects the brand image of local government. It is the aim of this study to introduce a storytelling as a new technique of local festivals resulting in interaction on the festival and with visitor through the story. Thereupon the purpose of this study is to find the storytelling effectiveness on the festival attraction and visitors` satisfaction on local festivals. Research finding, this study also says local festival storytelling has meaningful effect on both the festival attraction and visitors` satisfaction on local festivals. Especially, storytelling of local festival showed to the greatest r-square to program factor among the festival attraction. therefore the impose storytelling for local festivals development programs. And visitors` satisfaction had the greatest effect to interaction among storytelling factor of local festival. this is to certify that interaction is aim of storytelling. The result is able to persuade the necessity of storytelling on the planning and direction and development of programs in the local festivals.