축제참가자 일탈행동에서 체면민감성의 역할 분석

Abstract

Face consciousness is a social pride that makes people act appropriately according to the social status; therefore, it is closely pertinent to the behavior of festival participants. Understanding festival participants' mentality and behavior is important in festival planning, accordingly it may necessitate further research in order to give an edge to the increasingly competitive festival related industries. Thus, the purposes of this study are to analyze the impact of festival participants' deviant behavior on festival satisfaction, and to identify the moderating effect of face consciousness in the process. First of all, literature review regarding face theory and Deviant Festival Behavior (DFB) was carried out and established research hypotheses. Using the scale of DFB developed in the previous research, an empirical survey was conducted on visitors to the 12th Jangheung Water Festival. As a result of analyzing the structural equation path model, it was found that the deviant behavior at festivals had a significant influence on festival satisfaction. A multiple-group analysis was conducted in order to analyze the moderating effect of face consciousness. It was found that there was a moderating effect in physical DFB between the high and low face consciousness groups. Our findings contribute to research in that it incorporated face consciousness into festival research. This study has practical implications in that we addressed strategies to lower the face consciousness in order to enhance festival satisfaction.