지역축제의 매력성이 재방문의도에 미치는 영향 -보령머드축제를 중심으로- = The effect of Attractiveness of Local Festival on Revisit Intention -Focusing on Boryeong Mud Festival-

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine how Boryeong mud festival attractiveness influences attendees` revisit intentions. Also, its possible managerial implications were discussed. This study expanded the existing literature by focusing on festival`s involuntary motivation factors. To empirically test the theoretical argument proposed in this study, an empirical data was collected from 260 festival attendees at the 14th Bo-Ryong mud festival during the nine days. Based on the data analysis, to successfully host the regional festival, it was found that destination attractiveness is a critical factor and the attractiveness should provide strong tempting power. Among the involuntary motivation factors, it was revealed that novelty-seeking and entertainment are more powerful stimulators. Also, data analysis indicated that program quality, uniqueness, and convenience are also important for attracting tourists to a festival.