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고동옥(Dong Wook Ko),부석현(Seok Hyun Boo),함석종(Seok Jong Ham) 한국관광연구학회 2010 관광연구저널 Vol.24 No.3
The purpose of this paper is to investigate the festivals such as Mt.Taebaek Snow Festival, Mt.Taebaek Azalea Festival, and Mt.Taebaek Cool Cinema in terms of festival evaluation methodology. The festivals mentioned above are held annually and evaluated regularly. However, the festivals have been analyzed, respectively, not synthetically. Therefore, in this paper we tried a comprehensive and synthetic analysis of those festivals, expecting a significant result from this research. Especially, we regard the Taebaek region as an upper group, applying the same test to data analyses in comparison of the satisfaction degrees toward the evaluation factors of the three festivals. In this paper we also tried to find the problems from the festival managements and to make some suggestions for improvement, thus coming up with a comprehensive solutions to the Taebaek festivals. The findings are as follows: First, the seven evaluation factors such as entertainment, event variety, experience, cultural understanding, product variety, product quality, and product price are examined through correlation analysis and regression analysis. Second, the seven factors are found statistically significant because the significance probability turned out to be 0.000<α=0.05 except the significance probability of Mt.Taebaek Cool Cinema which is 0.001<α=0.05 for the product price factor. Finally, in this paper we found that Mt.Taebaek Snow Festival using the highest budget among the three festivals faces the lowest regression coefficient for the entertainment factor, compared to the other two festivals such as Mt.Taebaek Azalea Festival and Mt.Taebaek Cool Cinema. This means the urgent needs to improve the festival management and to strengthen the festival program development and research.
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