지역축제 관광행동 및 지출에 관한 연구 : 축제 간 비교를 中心으로 = Research on the tourist behavior and Expenditure of regional festival: Centering around the comparison of festivals

다국어 초록 (Multilingual Abstract)

As a way to improve the life quality of individual due to increased income and utilization of recreational time of modern men, the importance of festival is increasing considerably. Its demand is increasing remarkably owing to heightened interest in the type of recreation accompanied by family and experience in 40-hours a week service system and the change in sense of value on the improvement of overall location of domestic tourism and festival. The change in the population structure of our society is accelerated by improved level of income, development of medical technology, change in life style, aging, etc. Thus, it is judged that diversification of demand in festival would be affected considerably. In this sense, it may be necessary to grasp the desire of customer and to make to satisfy such desire by researching the tourist behavior of customer in connection with increasing demand in regional festival.
The objective of this research is to compare two festivals which are recognized as representative festival of the region, having the common theme of agricultural product and special product in spite of difference in holding region and development. Further, attributes of evaluating regional festival, demographic and statistical property, individual behavior property and property of visiting festival, etc are selected as explanatory variables for corroborative analysis to infer and compare the determinants which affect the tourist behavior and disbursement of visitors of two regional festivals so as to present the program for development of regional festival.
The difference in the propensity of behavior and disbursement of visitors in the regional festivals of agricultural products and special products held in different region and time is investigated in the following method. First of all, the evaluation attributes of respondents for each regional festival was investigated in factors through factor analysis. Then, Ordered Probit Model(OPM) and Tobit model are used to grasp the factors that affect the tourist behavior and disbursement of participants. Log-likelihood Ratio Test (LRT) was used to statistically compare and verify the two festivals.
The target of investigation was the visitors to Rice Cultural Festival in Icheon Gyeonggi province and Rice Festival in Jincheon Saengeo Chungbuk province. For Rice Cultural Festival in Icheon Gyeonggi-do, the materials collected from October 25 to October 28, 2007 were used. The materials for Rice Festival in Jincheon Saengeo Chungbuk, the comparative target were collected from October 17 to October 19, 2008 through questionnaire. The factors for each festival, namely, attributes of evaluating regional festival, demographic and statistical property, individual behavior property and property of visiting festival, etc are designated as independent variable and the determinants affecting the overall satisfaction, intention of revisit, intent of recommendation, etc were estimated for each festival through OPM. Further, same independent variables are applied to Tobit model to estimate the determinants affecting the disbursement of visitors. Finally, to estimate the difference in type between two festivals, the determinants estimated only for visitors of each festival were mutually compared through LR-verification to analyze the difference in influential factor that affects tourist behavior and disbursement of two festivals.
Analyzing the Jincheon Rice Festival, it was found that the residents in Seoul and other regions, festival program factors, festival facilities factor, festival performance factors, festival price factors, etc positively affect the overall satisfaction of Jincheon Rice Festival. When friends accompany, the overall satisfaction is negatively affected. Checking the model of intention to revisit, the visitors visiting festival for the first time had negative effect and the higher evaluation of festival program factors, festival facilities factor and festival performance factors had positive effect on the visitors' intention to revisit.
In the case of model of recommendation intent, the recommendation intent is negatively affected by higher age and accompaniment of friends, but the visitors growing in the city positively affected the recommendation intent. It was found that festival program factors and festival facilities factor positively affected the recommendation intent. It was found that in the disbursement model, the high income positively affected disbursement, but male and festival facilities factor negatively affected disbursement.
Analyzing Icheon Rice Festival, it was found that festival facilities factor, festival performance factors and festival price factors positively affected the overall satisfaction. In the model of revisit, the higher schooling had positive effect, but the visitors from Seoul and other region, white collar workers, those participating in the festival for the first time and those growing in the city had negative effect on the intent of revisit.
While festival program factors and festival facilities factor positively affected the intent of revisit, festival performance factors and festival price factors negatively affected it. It was found that festival program factors, festival facilities factors, festival performance factors and festival price factors positively affected the recommendation intent. It was found that in the disbursement model, male and higher income positively affected disbursement if they grow in city, but festival facilities factor negatively affected.
After performing LR-verification of Jincheon Rice Festival and Icheon Rice Festival, it was found that there is difference in the model of overall satisfaction, recommendation intent and disbursement between 2 festivals, but there is no difference in the model of intent of revisit between 2 festivals. In the tourist behavior of visitors of 2 festivals, determinants of overall satisfaction in festival, recommendation intent and t

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 제 1 절 연구의 배경 = 1
• 제 2 절 연구의 목적 = 3
• 제 3 절 연구의 방법 및 범위 = 4
• 제 4 절 연구의 구성 = 5
• 제 2 장 이론적 배경 = 7
• 제 1 절 지역축제 = 7
• 1. 지역축제의 정의와 의의 = 7
• 2. 지역축제의 현황 = 10
• 3. 지역축제의 효과 = 16
• 4. 농·특산물 축제 = 25
• 제 2 절 축제 평가속성 = 27
• 제 3 절 관광행동 및 지출에 관한연구 = 30
• 1. 관광행동 = 30
• 2. 관광지출 = 32
• 제 4 절 관광행동 및 지출 수요모형 = 33
• 1. 지역축제 평가속성과 관광행동과의 관계 = 33
• 2. 서열프로빗(OPM)모형에 대한 선행연구 = 35
• 3. 지역축제 평가속성과 지출과의 관계 = 36
• 4. 토빗(Tobit)모형에 대한 선행연구 = 38
• 제 5 절 관광행동 모형 간 비교 분석 = 38
• 제 3 장 연구 설계 = 41
• 제 1 절 연구과제 및 모형의 설정 = 41
• 제 2 절 조사 설계 = 44
• 1. 표본설계와 조사방법 = 44
• 2. 조사도구의 조작적 정의 = 46
• 1) 지역축제 평가속성 = 46
• 2) 지역축제 관광행동 = 46
• 3) 지역축제 관광지출 = 47
• 3. 설문지 구성 = 47
• 제 3 절 분석방법 = 49
• 1. 서열프로빗(OPM)모형의 설정 = 49
• 2. 토빗(Tobit)모형의 설정 = 50
• 3. 우도비율검정을 위한 가설설정 = 52
• 제 4 장 실증분석 = 54
• 제 1 절 응답자의 특성 및 기초통계분석 = 54
• 1. 응답자의 특성 = 54
• 2. 지역축제 평가속성에 대한 요인분석 = 59
• 제 2 절 관광행동 및 지출 수요분석 = 61
• 1. 관광행동의 결정요인 : 진천축제 = 61
• 1) 변수정의 및 기술통계 = 61
• 2) 관광행동모형 추정결과 = 62
• 2. 관광지출의 결정요인 : 진천축제 = 64
• 1) 변수정의 및 기술통계 = 64
• 2) 지출수요모형 추정결과 = 65
• 3. 관광행동의 결정요인 : 이천축제 = 66
• 1) 변수정의 및 기술통계 = 66
• 2) 관광행동모형 추정결과 = 67
• 4. 관광지출의 결정요인 : 이천축제 = 69
• 1) 변수정의 및 기술통계 = 69
• 2) 지출수요모형 추정결과 = 70
• 제 3 절 축제 간 관광행동 및 지출 수요비교 = 72
• 1. 관광행동 변수의 정의 및 기술통계 : 진천축제·이천축제 = 73
• 1) 관광행동의 수요분석 = 73
• (1) 변수정의 및 기술통계 = 73
• (2) 관광행동모형 추정결과 = 74
• 2) 관광지출의 결정요인 : 진천축제·이천축제 = 75
• (1) 변수정의 및 기술통계 = 75
• (2) 지출수요모형 추정결과 = 76
• 2. 축제 간 관광행동 및 지출수요의 차이검정 = 76
• 1) 관광행동의 비교 = 76
• (1) 만족도 비교 = 77
• (2) 재방문의사 비교 = 79
• (3) 추천의도 비교 = 80
• 2) 지출수요의 비교 = 82
• 제 4 절 연구의 시사점 = 84
• 제 5 장 결론 = 88
• 제 1 절 연구의 요약 = 88
• 제 2 절 연구의 한계 및 향후 연구방향 = 91
• [참고문헌] = 92
• [설문지] = 101
• ABSTRACT = 111