인구소멸시대 농촌축제를 통한 지역관광활성화 방안 연구

Abstract

Purpose This study aims to contribute to solving the problem of demographic extinction risk in local regions by enhancing regional tourism competitiveness and suggesting various strategies to attract tourists through festivals that are emerging as an alternative solution to regional demographic extinction as the problem of population decline in local regions gradually worsens.
 Methods The survey was conducted by allocating a total distribution of 320 copies, with 303 copies being used as data for final analysis and excluding those that were invalid. For statistical analysis, frequency analysis, reliability analysis, confirmations factor analysis, and structural equation model analysis were performed using SPSS 26.0 and AMOS 26.0.
 Results The analysis shows that firstly, the informativity and merchantability of festival attractiveness had a positive effect on regional image. Second, festival attractiveness's informativity, program, and merchantability profoundly impacted festival satisfaction. Thirdly, both regional image and festival satisfaction had a favorable influence on regional loyalty.
 Conclusion In order to expand population influx into rural communities and revitalize local tourism, festivals that reflect local characteristics play an important role. Therefore, it is beneficial to plan attractive festivals to improve the regional image and loyalty and contribute to the revitalization of local festivals and the development of Rural areas.