지역축제 스토리텔링속성이 방문객의 만족도에 미치는 영향 : 몰입의 매개효과를 중심으로

Abstract

The purpose of this study is on local festival storytelling. Storytelling is known that enable differentiation and uniqueness of local festivals and positive impact on visitor satisfaction. Specifically, this affects the storytelling visitor satisfaction, storytelling is to the mediating effects for between visitor satisfaction and festival flow. The result is to seek a development plan through festival storytelling. Data were collected with a structured questionnaire at 2015 Gochang Moyang Fortress Festival, 320 samples were used for statistical analysis. As a result is presented as follows: First, storytelling factor consist of interactive, story, expression factor. Secondly, storytelling as an element of festivals had a strong positive influence on the festival visitors satisfaction, its influence was expressed, story, interact order. Third, flow was fully mediated the relationship between the impact on the storytelling and festival satisfaction. Specifically, in order to increase the visitors of the satisfaction of the festival, video, programs, music, art activities of venue must be made to better represent the story about Gochang Moyang Fortress. Next, the Festival will have to talk about Gochang Moyang Fortress and appearance characteristics flatulence, and should contain stories about Gochang Moyang Fortress, should tell the story of the castle and cultural characteristics. The results of this study suggest that there is a need to work as much as possible in planning and directing, need not only enhance the storytelling in order to increase the satisfaction of the local festival visitors but visitors can flow themselves in the festival.