축제방문경험에 따른 감정 형성에 관한 연구 -축제가치평가의 매개효과와 다양성의 조절효과를 중심으로- = Effects of festival visits on emotional formation -mediated effects of festival evaluation and regulatory effects of the visitors` diversity-

다국어 초록 (Multilingual Abstract)

Visitors` positive emotions are important factors for a successful festival. When positive emotions, created by the festival, continue, the period for which these positive emotions last may vary depending on each visitor`s characteristics. To provide implication on this phenomenon, this study analyzed how positive emotions during a festival may affect positive emotions after the festival. Then, looking at the relationship between these variables, the study analyzed the mediated effects of festival evaluation and the regulatory effects of the visitors` diversity. First, the analysis showed that the positive emotions created during the festival continued after the festival, resulting in a positive evaluation of the festival. Second, it was identified that evaluation of the festival mediated between the positive emotions during and after the festival. Third, while the group with a high diversity evaluated the festival more positively than the group with a low diversity, no significant differences were verified between these groups. On the other hand, it was shown that the group with a high diversity had a much higher level of positive feelings after the festival than those with a low diversity, and this difference was statistically significant. Such results demonstrate that positive feelings of the group with a high diversity last longer than the group with a low diversity. The result of the analysis was discussed in the context that it can assist understanding of the festival participants` emotional reaction and help activate festivals.