지역축제정책의 정책PR이 정책리터러시와 정책지지에 미치는 영향

Abstract

This study attempted to analyze the structural relationships among local festival policy PR, policy literacy, policy involvement, and policy support from the perspective of policy communication theory. The literature review covered the major concepts and related precedent studies. For the research design, a structural model was constructed and hypotheses were established including structural relations of policy PR, policy literacy, and policy support and the moderating effect of policy involvement. Using the purposive sampling method, survey data were collected from local tourism businesses related with the Dasan Cultural Festival in Namyangju, Kyeonggi-do. A total of 202 effective questionnaires were utilized for the analysis, and analytic methods such as confirmatory factor analysis, structural equation model analysis, and multi group analysis were used. The results of this study show that the relations among local festival policy PR, policy literacy, and policy support were significant and that policy involvement had a significant moderating effect on the relations between channel appropriateness of policy PR and policy literacy, and between policy literacy and policy support. Based on these findings, theoretical implications are discussed, and ways of enhancing policy literacy and differentiating policy PR for effective local festival policy communication are suggested.