Abstract
The purpose of this study was to empirically verify the effect of festival quality (festival promotion, festival contents, festival facilities) and festival value on festival effectiveness for visitors participating in local festivals through a path model. In particular, it was analyzed whether festival value is a factor that mediates the effect of festival quality on festival effectiveness. For this study, visitors were analyzed by dividing them into local residents and foreigners. As a result, all the paths of the foreigners were significant, but festival contents and festival facilities paths of the local residents only influenced festival effectiveness through the mediating effect of festival value. This suggests that festival quality should be developed and supplemented so that the unique culture and characteristic values of the region can be recognized in order to effectively improve the quality of life of local residents, and promote the local culture and local economy. In addition, the recognition of festival values was an important mediator for both locals and foreigners, and the festival contents and the festival facilities were the main factors to recognize festival values.
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