지역축제 특성에 따른 방문객 만족도와 소비지출의 차이 연구 : 문화관광축제를 중심으로

Abstract

The purpose of this study is to empirically analyze the differences between visitor satisfaction and consumption expenditure according to the characteristics of the Culture and Tourism Festival. Through this, we can draw out the implications of festival policy. The study was conducted on 40 selected cultural and tourism festivals from 2013 to 2018. Statistical analysis of the data was performed using ANOVA. Accordingly, visitor satisfaction according to the characteristics of the Cultural Tourism Festival showed differences in the type of festival and the festival area. In addition, consumption expenditure showed differences in all areas. Based on these analysis results, some suggestions were made to enhance the visitor satisfaction and consumption expenditure of festival. First, it is necessary to use the story to improve the traditional history festival. Second, it is necessary to cultivate manpower and strengthen expertise to enhance the satisfaction of the cultural tourism festival. Third, it is necessary to strengthen the connection between the festival site and the surrounding resources. Fourth, various promotional marketing is needed to attract foreign visitors. Finally, it is necessary to discover programs to increase the topic of the festival.