지역축제의 선택속성과 방문자 만족 및 행동의도에 관한 연구 : 김제 지평선축제를 중심으로 = A Study on the Selection Attributes, Visitor Satisfaction And Behavioral Intention in Regional Festivals : The Case Study of'The 2009 Gimje Horizon Festival

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the various motivation attributes of event attendance at the 2009 Horizon Festival at Gimje, South Korea and to empirically verify their overall relationship with visitors satisfaction, behavioral intentions and activity characteristics.
Stemming from this purpose, the following hypotheses will be investigated in this study:
The first hypothesis is that motivation attributes associated with festival participation will be positively related to overall visitors' satisfaction.
The second hypothesis is that visitors' satisfaction will exert its positive influence on their behavioral intentions, including their own revisit and recommendation to others.
The third hypothesis is that motivation attributes of the festival will exert their positive influence on visitors' behavioral intentions.
And the fourth and last hypothesis is that there will exist some significant differences in visitors' activity characteristics according to motivation attributes of the festival.
In order to achieve the proposed research objectives, a self-complete questionnaire was designed to survey visitor motivation attributes for attending the five-day Horizon Festival in October 2009, containing scales for measurement of visitors' satisfaction, behavioral intentions and activity characteristics tested in the study. Subjects were asked to rate their level of agreement/disagreement or appropriateness with each statement presented on 5-point Likert-type scales.
The questionnaire consists of total 40 questions of four main scopes: 25 for motivation attributes, 1 for visitors' satisfaction, 2 for visitors' behavioral intentions, 5 for visitors' activity characteristics and 7 for socio-demographic profile.
As for motivation attributes of the festival, this study selects 7 attributes: educational benefits, on-the-spot experience, rest and relaxation, convenient access, novelty and uniqueness, festival specialty and fun, and gregarious socialization. Visitors' satisfaction only asks 5-scaled level between satisfaction and dissatisfaction. Behavioral intentions includes visitors' own royalty to revisit and their intention of recommending others to visit the festival. And visitors's activity characteristics were related to average expenditure per person, number and composition of the group of visitors, sources of information, frequency of visits, and amount of knowledge in advance. Finally socio-demographic profile consists of sex, age, average monthly income, academic career, vocation, marriage, and place of residence.
The survey interviews were carried out at festival venue during five days from October 9 to October 13, 2009. The questionnaire was distributed to 300 attendees and 300 acceptable valid responses were obtained, representing a response rate of 100%. The data was manually entered into the analysis package SPSS 12.0 and checked for coding errors, missing data, and normality of the data.
The main findings from the analysis are suggested as follows. First, both reliability and validity in this study were demonstrated as highly significant through Cronbach's Alpha and factor analysis respectively.
Second, from multiple regression analysis and two-tailed ANOVA(analysis of variance) test conducted, the study delivered proof that all the four hypotheses, except for a few variables, are verified on the high level of significance, and compared variables could mutually be accepted. Three attributes such as rest/relaxation, specialty and socialization in hypothesis 1, and rest/relaxation and socialization in hypothesis 3 didn't show their significance. And analysis of hypothesis 4 showed significant differences among motivation attributes and activity characteristics.
This study also indicates that some of the limitations should be addressed to provide productive avenues for future research. First, the sample/sampling was drawn exclusively, though not by intention, from foreign visitors and was mainly comprised of people who came only from Jeollabuk-do residents. This may cause possible non-representation issues and, thus, the results should not be generalized to some extent.
Second, some questions of the questionnaire failed to identify and secure more concrete attitudes or opinions of the respondents, because of their ambiguity and comprehensiveness in content. And more attributes were sufficiently developed in analyzing and testifying relationship between visitor satisfaction and activity characteristics.
And finally, this study didn't, from analytic outcomes, suggest desirable theoretical orientations and policy implications, including prearranged planning and practicing of the festival, public relations and service quality, more effective marketing strategies to generate behavioral intentions post-visitation such as word-of-mouth recommendations and repeat visitation and so on. In spite of such limitations, however, as a future line of research, this study can provide some positive contributions to more refined empirical research of regional festivals in South Korea.

목차 (Table of Contents)

• 제Ⅰ장 서론 1
• 제1절 문제제기와 연구목적 1
• 1. 문제제기 1
• 2. 연구목적 3
• 제2절 연구범위와 방법 4
• 1. 연구범위 4
• 2. 연구방법 6
• 제Ⅱ장 이론적 배경 8
• 제1절 지역축제 8
• 1. 지역축제의 개념 8
• 2. 지역축제의 기능 및 효과 12
• 제2절 지역축제의 선택속성 16
• 1. 선택속성의 개념 16
• 2. 선택속성의 유형 및 특성 19
• 제3절 방문자 만족과 행동의도 31
• 1. 방문자 만족 31
• 2. 행동의도 36
• 1) 재방문 의도 37
• 2) 추천 의도 39
• 제Ⅲ장 조사 설계 42
• 제1절 연구 모형 및 가설 설정 42
• 1. 연구 모형 42
• 2. 가설 설정 43
• 제2절 조사 설계 45
• 1. 조사 목적 및 과제 45
• 2. 조사 대상자 선정 및 조사방법 45
• 3. 설문지 구성과 분석방법 46
• 제Ⅳ장 실증 분석 결과 50
• 제1절 조사대상자의 일반적 특성 50
• 1. 인구통계적 특성 51
• 2. 활동 특성 53
• 제2절 신뢰성 및 타당성 검증 55
• 1. 축제 선택속성의 신뢰성 검증 55
• 2. 축제 선택속성의 타당성 검증 58
• 제3절 연구가설 검증 61
• 1. 축제의 선택속성에 따른 방문자의 만족도 분석 61
• 2. 방문자의 만족도가 방문자의 행동의도에 미치는 영향 분석 62
• 3. 축제의 선택속성이 방문자의 행동의도에 미치는 영향 분석 64
• 4. 축제의 선택속성과 활동특성 간의 차이 분석 66
• 제Ⅴ장 결론 68
• 제1절 연구결과 요약 68
• 제2절 연구의 시사점과 한계 71
• 1. 연구의 시사점 71
• 2. 연구의 한계 73
• 참고문헌 75
• 설문지 86
• Abstract 90