Abstract
The purpose of this study is to analyze the difference between importance and satisfaction according to the free and paid visitors of the expenditure behavior of the local festival participants using Importance-satisfaction analysis(ISA) technique of Tonge and Moore(2007). Therefore, a survey was conducted for the 522 visitors who participated in the 2017 Slow-life International Festival in Namyangju. As a result of the analysis, six items were found in the 'concentrated' area for the total visitors: product price, food price, accessibility, parking convenience, rest facilities and congestion. In the case of free visitors, items in the 'concentrated' area were product price, food price, accessibility, parking facilities, rest facilities, space layout, congestion, and hygiene. For the paid visitors, items in the 'concentrated' area were product price, food price, accessibility, parking facilities, rest facilities, and congestion. As a result of ISA derived from this study, academic and practical implications were provided in the conclusion section.
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