축제방문객의 방문동기가 만족에 미치는 영향에 관한 연구 : 사전지식의 조절효과를 중심으로

Abstract

The purpose of this study is to investigate the effect of visiting motivation of festival visitors on festival satisfaction and to grasp the moderating effect of prior knowledge on the influence relationship. The subjects of this study were 220 Jangsoo Hanwoorang Sagwa rang festival visitors, and two research hypotheses were set up. The hypothesis test results are as follows. Hypothesis 1 was partially adopted. Factors influencing the satisfaction of festival visitors were the purchase of local goods, the out of routine and relaxation, the fun and interest, but family affection did not affect festival satisfaction. As a result of hypothesis 2, the prior knowledge about the festival visitor s' festival controls the influence of fun and interest motivation on satisfaction. If the visitors who want to meet the desire of fun and interest through visiting a festival have a lot of the prior knowledge about the festival, the satisfaction of the festival becomes bigger. This means that it is important for potential festival visitors to be fully informed about the elements that can satisfy the fun and interest of the festival in preparation for the festival. Those who want to visit a festival can have various motivations, but the result of this study shows that pursuing the fun and interest has a big influence on the satisfaction of the festival, and for the festival visitors having a lot of the prior knowledge, the influence increases. Therefore, in planning and operating a festival, it is necessary to know how much fun and excitement the festival visitors can have and how effectively the information can be communicated in advance.