축제참가자의 경험적 가치가 감정반응 및 축제이미지에 미치는 영향 : 부천국제만화축제 코스프레 참가자 중심으로

Abstract

This study focuses on the impact of the experiential value of festival participants on the emotional response and festival image centered on the cosplay participants of the 21st Bucheon International Cartoon Festival. Although the use of cosplay is highlighted in the context of content tourism, previous studies do not treat cosplay as an independent research topic, only to introduce festival programs. Therefore, despite the fact that cosplay has a lot of influence on the festival, there is little research on how it affects the festival and what aspects of the research relationship appear. This study focused on what factors were observed and how they affected each other. For research, the factors were classified as follows. experiential values were divided into playfulness, sociality, deviance, cognitive response and emotional response as emotional response, and festival image as single factor. The analysis of the questionnaires from August 15 to 19, 2018, using the SPSS 25.0 statistic package program, was followed by two factors (playfulness and sociality) of experiential value was found to affect cognitive responses. and two factors (palyfulness and deviance) were found to affect emotional responses. Second, cognitive and emotional responses affected the festival image, and finally, the playfulness and sociality of experiential value were affecting the festival image. The results of the study show that participants can contribute to the successful hosting of festivals that utilize similar contents in the future by understanding the internal response of participants in planning or operating the contents of the festival participants. The limitations are limited to the basic stages in identifying the effects between cosplay and festivals.