지역축제 관람객의 관람유형, 행사품질과 축제 만족도에 대한 함의

Abstract

The study analyzed post-evaluation of satisfaction with demographic, viewing type and event quality characteristics of 595 visitors at the International Dance Festival in B region. Data were analyzed by conducting independent sample t-test, one-way ANOVA, and regression using SPSS(Ver. 23.0), the results are as follows.BR First, according to demographic characteristics, males were higher than females 10`s had higher revisit intention was higher than 30 `s, students had higher revisit and recommendation intention than office workers, B region was higher than other regions.BR According to the types and characteristics of the exhibitions, the number of visitors with more than five performances per year was showed higher post-evaluation than that of one or two times, and the first visitor`s satisfaction and recommendation were higher than those who experienced two times. Visitors who were interested were most likely to revisit and recommend, and on the first Saturday, visitors were most satisfied. Individual and group visitors had the highest festival satisfaction and were more likely to recommend than individuals. Broadcasting and internet were higher than print media, and the visitors who spent less than 10,000 won and 100,000 won were showed higher post-evaluation. BR In addition, satisfaction with program quality, event space, and publicity affects overall festival satisfaction, and visitors with high festival satisfaction are willing to visit and recommend to others in the future.