지역축제 자원봉사의 참여 동기가 성취감, 활동 몰입, 행동 의도에 미치는 영향 = The Effects of Local Festival Volunteers’ Participation Motivation on Sense of Accomplishment, Activity Immersion, and Behavioral Intention

다국어 초록 (Multilingual Abstract)

Local festivals and events play an important role in attracting tourists, promoting regional images, advertising and selling local specialties, and revitalizing the local economy. Beyond their economic effects, the participation and contribution of volunteers constitute a crucial element of festival success. Considering the trends of population decline and aging, the role and influence of volunteers in local festivals are expected to become even more significant in the future. Recognizing the importance of volunteer activities, this study analyzed the effects of festival volunteer participation motivation on sense of accomplishment, activity immersion, and behavioral intention. Data were collected from volunteers who participated in the Cheonan K-Culture Expo between June 9 and June 30, 2025. A total of 245 valid responses were used for the final analysis, and the data were analyzed using the SPSS 24.0 statistical program. The results of the empirical analysis indicated that all motivation factors self-development, leisure utilization, and community contribution positively influenced the sense of accomplishment. These three factors also had a positive effect on activity immersion. Moreover, the higher the level of egoistic motivation, the higher the sense of accomplishment and activity immersion. Activity immersion was found to enhance the sense of accomplishment after volunteer activities, and both activity immersion and sense of accomplishment had significant effects on behavioral intention. Based on these findings, the study provides academic and practical implications to support the recruitment and management of volunteers in local festivals.