지역축제의 축제품질, 축제만족, 인지적 이미지, 정서적 이미지 간의 관계 연구

Abstract

This study aims to propose policy agendas for the qualitative improvement of local festivals by conducting an empirical analysis of the relationship among the festival quality of local festivals, festival satisfaction, cognitive image, and emotional image. From May 26th to 28th, 2017, a survey was conducted on the participants of the festivals 247 copies were used for the simple and multiple regression analyses. The results of this study demonstrates that first, the festival quality of local festivals had effects on festival satisfaction through factors of festival content (β=.274), festival product (β=.226), and surrounding connections and festival progression (β=.166) in the respective order at the significance level of p0.001. Next, festival satisfaction affected factors of cognitive image (β=.489) and emotional image (β=.492) at the significance level of p0.001. Implications of this study include that the higher the festival quality level of local festivals, the higher the degree of festival satisfaction, as well as the cognitive and emotional image the visitors feel of the given festivals. Therefore, when planning and preparing for local festivals, ways to enhance the festival quality of local festivals according to their themes shall be sought after.