계절형축제의 위험지각이 축제활동 및 행동의도에 미치는 영향

Abstract

Purpose: The purpose of this study is to conduct research on various variables of festival safety by analyzing the relationship between risk perception of local festivals and festival activities and behavioral intentions, and to provide implications for festival safety management through this research.
 Methods: This study was conducted through random sampling to identify risk perception and behavioral intentions of various classes, and a face-to-face survey was conducted on visitors who participated in the 2023 Hwacheon Sancheoneo Ice Festival. A total of 230 copies were used for empirical analysis.
 Results: As a result of factor analysis, risk perception was classified into safety facilities, safety personnel, and safety information, festival activities were classified into frequency and satisfaction, and behavioral intention was classified into a single dimension. As a result of the hypothesis testing, the risk perception of seasonal festivals was found to have a negative effect on the frequency of festival activities, and the risk perception was found to have a significant effect on behavioral intention. Additionally, festival activities were found to have a significant effect on behavioral intention.
 Conclusion: Ultimately, it was found that risk perception leads to the frequency of participation in festival activities, which in turn affects behavioral intention. This suggests that for the success of the festival, the organizers need to pay attention to safety facilities, safety personnel, and safety information that affect risk perception.