Local Festivals Research Articles

지역 문화축제의 서비스품질이 브랜드자산, 만족도에 미치는 영향 : 남원 춘향제 중심으로

This study was conducted as an example, focusing on the 92nd Namwon Chunhyang Festival in 2022. Namwon Chunhyang Festival is a local cultural festival that has been held since 1931, and it is a local cultural festival in Namwon that has been around 92 times so far, and is a local cultural festival with high brand asset value. The subjects of this study were visitors who participated during the festival. The survey was conducted during the festival from May 04 to May 8, 2022. Among the 250 questionnaires, 13 copies of the questionnaire that responded faithfully were excluded. A total of 237 copies were used as final analysis as effective samples. The analysis method used in this study was first data coded in Excel and then analyzed using SPSS 22.0 for Windows. The results of the research hypothesis test are as follows. First, among the four factors of service quality of the culture and arts festival, ‘content’, ‘convenience’, and ‘reliability’ showed significant results in brand assets. Second, among the four factors of service quality of the culture and arts festival, ‘reliability’, ‘content’, and ‘convenience’ showed significant results. Finally, among the three factors of brand assets, ‘perceived quality’ and ‘image’ showed significant results in satisfaction. However, this study was studied as a participant in the festival before the social distance of COVID-19 was completely released. The study was conducted limited to local cultural festival participants. It is considered to be a more meaningful study if analyzed after the social distance is completely lifted. In addition, this study did not identify the types of visits by participants in local cultural festivals. If high satisfaction by age, lifestyle, cultural festival culture, and history is categorized, it is expected that more meaningful data will be provided to revitalize cultural festivals in the future.

Sustainability for the festival policy: Focused on community and v isitors

Purpose: To explore the evaluation between tourists’ and residents’ satisfaction with the tool of Importance-Satisfaction Analysis originally introduced by Importance-Performance Analysis.
 Design/methodology/approach: A survey was conducted at Anseong Matchum Land, the venue of the festival, and respondents were selected by the convenience sampling method. Also, rest areas at the festival site were used for data collection and 309 out of 400 were judged to be valid. Included in the questionnaires was a series of Likert-type questions about the respondent’s satisfaction with 18 attributes of the festival and the importance of these attributes to overall satisfaction with the festival.
 Findings: The results of this research show that the average degree of importance for the 18 attributes is 3.89, and the degree of satisfaction is 3.02. The result identified that parking lot, rest area, and washroom were found included in “Concentrate Here” quadrant of the ISA matrix as needed to prior management in this festival.
 Research limitations/implications: This study tried to look into local heritage festival regarding comparative perception between festival goers and local residents with ISA to provide that actual problems and potential solutions to the decision-makers of the city to make a sustainable festival. However, it is difficult to extend the results of this festival to other festivals and further research is needed in the future.
 Originality/value: This research tried to find out the gap between perceived Importance and Satisfaction and to identify actual management problems regarding facilities and services of the festival by ISA analysis originally introduced by Importance-Performance Analysis. This study suggested what festival organizers should prepare for the festival that will be activated after the Covid 19 pandemic.

Conflictual translanguaging in the linguistic landscape of a divided city

Abstract Nicosia is a divided European capital; the two major ethnic communities on the island, Greek and Turkish Cypriots, were separated de facto following the war of 1974. The inner-city areas delimited by the UN-controlled buffer zone were long abandoned but recently there have been attempts at gentrification. The landscape is linguistically and textually rich and diverse; walls, fences, doorways, even the walls of the ‘border’ are inscribed with an abundance of texts including political slogans, advertisements for rallies or local festivals, graffiti, posters, stencilled images, etc. In this paper, I focus on the visual and linguistic dialectic of texts that are generated ‘top-down’ and texts generated ‘bottom-up’; the former display normativity and linguistic prescriptivism, as the dominant language is Standard Greek, the ‘H’ variety in the Greek Cypriot diglossic context. In the latter, the linguistic choice de rigueur is translanguaging, involving (i) aspects of the Cypriot Greek dialect, the ‘L’ variety that is still by-and-large banned from the public domain, and code-mixing between Standard and Cypriot Greek, (ii) the use of other languages, mostly English but also French, Turkish, Russian, among others, (iii) ungrammatical structures or ‘nonsensical’ texts and (iv) subversion of orthographic conventions, etc. A micro-level linguistic analysis of individual texts and of particular types of translanguaging and linguistic and orthographic bricolage is proffered and the argument is put forward that the counternormativity of such production is predicated not only upon its content and form but crucially also upon its interdiscursivity and its engagement in an ongoing conflictual dialectic with ‘top-down’ prescriptive production.

Emotion and social identification in music festivals on young’s subjective well-being

ABSTRACT This study aims to examine how young peoples’ participation in a local youth music festival may effect their subjective well-being. In more detail, this study attempts to examine the relations between the festival features, the feelings young people develop, social identification and subjective well-being in young people’s participation in music festivals. The research was conducted in Eskisehir, Turkey. The sample population consisted of individuals participated in youth music festival EskiFest. The questionnaire forms were randomly handed out at the exit of the festival area to potential respondents and collected back after completion. Consequently, a total of 398 usable questionnaires were included in the analysis. The results confirm that festival characteristics as music quality, places and atmosphere, information and facilities are effective in creating positive emotions and social identity formation which consequently effects subjective well-being of young people. The results of the study will assist to the festival organizers in developing strategies for better quality organization of the festivals and increasing the satisfaction of the young participants by understanding their emotions.

STAGING QUALITY IMPROVEMENT OF MUSICAL PERFORMANCE FOR KINDERGARTEN CHILDREN: A CASE STUDY IN KINDERGARTENS, HUE CITY

Musical performance is an important activity in the memorial ceremony and local festivals, providing an effective educational program and raising a special attraction of the manager board in the kindergartens. A quality musical performance not only inspires the children with the joyfulness, interest, reviving of art passion but an efficient approach for cultural, minding and ethical education, fitting the educational program in the kindergarten. In this study, we analyze the current practice of the musical performance and propose solutions to actively support the teacher enhancing the quality of this activity in the kindergartens. With case studies in a variety of the kindergartens, our results are expected to amend the quality of musical performance for the kindergarten children and to provide novel insights for the kindergarten teachers in Vietnam.

지역축제 로컬 거버넌스에 대한 이해관계자 간 인식 차이 분석 : IPA 분석의 적용

This study aimed at analyzing the stakeholders’ perception on local festival governance. Based on the concepts and precedent research of local festivals and local governance, covered in literature review, 20 factors of local festival governance under four categories were derived. A survey was conducted on local festival stakeholders in Gangwon-do Province. For the analysis, IPA(importance-performance analysis) method was applied. The results showed that the stakeholders highly perceived the importance of ‘actor capabilities’ and ‘network levels’. The results of analyzing the difference in perception between the groups showed the host organization group perceived that ‘institutional capacity’ needs to be supplemented; the group of participating organizations perceived the needs for supplementation at ‘network levels’ more. Two groups commonly perceived the ‘local government’s will to foster festivals’ as the most important factor. Based on these findings, practical implications for public and private practitioners of local festival governance such as strengthening network cooperation, supplementing the legal and institutional basis, and enhancement participants’ capabilities were suggested.

MATERIAL-ECONOMIC FACTORS OF THE KỲ YÊN FESTIVAL AT VĨNH BÌNH COMMUNAL TEMPLE, TIỀN GIANG, VIETNAM

The economic reform (Đổi mới) that began in 1986 and the current strong development of the market economy have left many marks on almost all aspects of social life in Vietnam, including community beliefs and public ritual space. Material-economic factors penetrate into public ritual spaces (such as a communal temple) and become one of the important driving forces for ritual spaces in some places. Moreover, material-economic values have become important resources to promote the development of rural public. This study of a festival held at the Vĩnh Bình Communal Temple (Tiền Giang province) describes the trend of materialeconomic factors in rural festivals and identifies a new phase of development and a new experience of a local communal temple festival. The material-economic factors are the intrinsic factors of the festival. If used properly, they can enhance the festival atmosphere, promote community cohesion, and enhance the atmosphere of the festival. This case study shows that material-economic factors can be appropriately used as the catalysts for improving the effectiveness of communal festivals and they play a significant role in helping to protect and develop communal institutions in Vietnam today.

The Impact of Local Food Festivals on Rural Areas’ Development

The importance of food festivals in the functioning of local rural areas is manifested in the construction of a sense of community and place. However, each stakeholder group perceives the impact of such festivals differently. The literature lacks a comprehensive approach to this issue. The main aim of this research is, thus, to identify how particular groups of stakeholders perceive the impact of a local food festival on the development of a rural area. The research was conducted at a small local food festival in Poland in July 2020. Individual groups of stakeholders (organizers, vendors and visitors) were asked to assess the impact of the festival on the development of the rural area. This research was conducted in three main stages using various research tools. In the first stage, an in-depth interview was conducted with the festival’s organizers. In the second stage, a survey, via a questionnaire, was conducted with visitors. In the third stage, semi-structured interviews were held with vendors. Surveys and interviews were carried out using the paper-and-pencil interview (PAPI) method. Our results indicate that interest in the impact of festivals on rural development decreases with distance. That is, the sooner such effects are visible, the more positive they are perceived. Moreover, visitors (on vacation) perceive a festival’s impact more positively than vendors (at work).

ROSES, TOMATO CHUTNEY AND RISING SUN: ON VISIBILITY OF THREE FESTIVALS IN BULGARIA

Objectives. This study focuses on the visibility of three local festivals in Bulgaria: Rose Festival in Kazanlak, July Morning at Kamen bryag and the Festival of Peppers, Tomatoes, Traditional Foods, and Crafts in Kurtovo Konare. The research on festive visibility has been deconstructed to three components of analysis: story, local imagery and photogenicity (colors, photographic visuals). Material and methods. These include participant observations, in-depth interviews, analysis of visuals (both website and media ones as well as photographs, taken by the researcher), and desktop research of scientific literature and online media outlets. Results. The researcher conducted fieldwork as participant observer, interviewer, photographer, and visual analyst of festive events. It was discovered that the Rose Festival promotes pink symbols as prevalent elements of the cultural-historical branding, encompassing Thracian heritage and rose farming. July Morning has been commodified towards fragmented celebrations happening in the peripheral moment of 30th June and 1st July. This has obscured the sense of community and the sense of place affiliated with the initial phenomenon. Local farmers’ aesthetics and diligence play a central role in the publicity of Kurtovo Konare Fest: their agrarian knowledge and willpower to actively participate in social life, upskill and exchange know-how with fellow famers. Conclusions. The three local celebrations represent collections of sensations, colors, imagined experiences, memories, visitor’s expectations, sense of community and awoken sense of place. The optics of the Rose Festival in Kazanlak comprises of contrasting messages: the pink aesthetics is representing the beauty and the traditional means of local livelihood; however, the flashy pink ambience somewhat mutes the demands of the rose farmers, seen in the pieces of critical journalism. July Morning Festival has been largely deterritorialized from its original place to dispersed celebrations which do not recur the initial code of conduct. In the locality of Kamen bryag, however, the scent of wild nature and sea salt still reunites a few generations of like-minded people, mostly admirers of rock music and camping. The heart of the optics of Kurtovo Konare Fest are the village producers, eager to raise voices in defense of their production and generate a distinctive local ethos. Keywords: local festivals, story, visibility, local imagery, photogenicity.

Agency festivals in Serbia: An introduction

The text is intended as an introduction to the research of the agency festivals in Serbia. The term agency festival is explained with examples of international equivalents and an overview of local and regional networks of agency festivals is provided. The most prevalent topics tackled at the agency festivals and, following their content, their significance for contemporary (popular) music beyond music industry goals are presented. The focus is on Kontakt konferencija and Indirekt Showcase festival in Belgrade.

The Great Hanshin-Awaji Earthquake (1995) and the Japan Self-Defense Forces (JSDF): Changing Perceptions and Integration of JSDF into Local Communities

This research clarifies how the Japan Self-Defense Forces (JSDF) integrated into local communities after the Great Hanshin-Awaji Earthquake of January 17, 1995. In Japan’s post-war pacifist mood, the JSDF had been regarded as a “social outcast” and marginalized by local communities for a long time. In the Great Hanshin-Awaji Earthquake that occurred under such circumstances, cooperation between the JSDF and local governments did not function well. Learning from the earthquake, local governments recognized the need to strengthen daily cooperation with the JSDF through disaster drills. Moreover, local governments that sought the cooperation of the JSDF in disaster drills felt indebted to the JSDF for its cooperation and began to cooperate in recruiting JSDF personnel. Furthermore, these partnerships became stronger with local governments beginning to invite the JSDF to local festivals. As a result, the JSDF became more integrated into local communities. The above findings indicate that the Great Hanshin-Awaji Earthquake became an important turning point in the process of the JSDF being integrated into local communities. Indeed, this change in local communities implies that a social base was formed that would later lead to the “JSDF boom” in the wake of the Great East Japan Earthquake of March 11, 2011.

L.N. Budagova and “Šrámkova Sobotka”

The study deals with the relationship between the leading representative of the Bohemian studies in Russia L.N. Budagova, D.Sc. (1932–2022) and the Czech town of Sobotka and to the local festival of language, speech and literature called Šrámek's Sobotka (Šrámkova Sobotka). Based on an analysis of available sources and literature, it follows the core of the relationship defined by the years 1975–2022. Budagova got to know about the annual festival during an excursion and then she was invited to appear. Be-tween the years 1977 and 2010, she prepared twelve lectures focused on the Czech and Russian literature, the Czech-Russian literary and cultural relations and Russian cultural realities. Her lectures and other texts about the festival are summarized in the book O literatuře and kultuře (Texty pro Šrámkovu Sobotku), published in 2012. Her next book written in Czech Z mého života s českou literaturou (Výbor z česky publikovaných prací) was published in 2021 thanks to a local initiative. It involves twenty works writ-ten between the years 1973 and 2020. Furthermore, the study deals with her articles published in the journal Zpravodaj Šrámkovy Sobotky and it analyses short articles, which were published about her there, as well. She received the Sobotka Town Award in 2012 (for a promotion of the town and the Czech culture). There is an entry regarding Budagova in the local lexicon Kdo je kdo v dějinách Sobotecka a Dolnobousovska (published in 2015). Moreover, the study includes basic information about the town and the festival for the better context and it incorporates memories of the author, as well.

Status of springs in the mid-hills of Khotang district Nepal, (A case study from Diktel Rupakot Majhuwagadhi and Halesi Tuwachung Municipality)

The study was conducted in Buipa (ward no.14) of Diktel Rupakot Majhuwagadhi municipality and Durchim (ward no.5) of Halesi Tuwachung municipality in Khotang district, Nepal. A total of 45 springs were mapped. The study showed 62.2% of the springs to be open springs, and the rest were modified into concrete structures. Seventy-seven percent of the springs were found to be drying up. The study showed 20% of the springs had dried up already and 17.7% were on the verge of drying. Most of the springs found were depression springs. At Durchim of Halesi Tuwachung, 16 out of 18 springs had discharge rates less than 0.05 l/s. Twelve of these had dried already. Thirty-seven per cent of the springs were located farther than 1km, of which 6.67% were also in a drying condition and more than 51% were farther than 500m. People used springs on various occasions and local festivals. Forty per cent of springs were drying due to landslides and road construction. In the Koshi basin, 78% of annual rainfall occurred during the monsoon and only 2.8% during the dry period. Springs are fully monsoon-dependent and slight fluctuation in the rainfall patterns could greatly affect the discharge in the springs

Think Yourself Slim? Assessing the Satiation Efficacy of Imagined Eating

Ubiquitous exposure to visual food content has been implicated in the development of obesity with both individual and societal costs. The development and increasing adoption of Extended Reality (XR) experiences, which deliver an unprecedented immersion in digital content, would seem to carry the risk of further exacerbating the consequences of visual food exposure on real-world eating behavior. However, some studies have also identified potentially health-promoting effects of exposure to visual food stimuli. One example is repeated imagined consumption, which has been demonstrated to decrease subsequent food consumption. This work contains the first comparison between imagined eating and actual eating, to investigate how the simulated activity fares against its real counterpart in terms of inducing satiation. Three-hundred participants took part in an experiment at a local food festival. The participants were randomized between three experimental conditions: imagined eating, actual eating, and control. Each condition consisted of thirty trials. Before and after the experimental manipulation, the participants recorded their eating desires and enjoyment of a piece of chocolate candy. The resulting data showed generally no difference between the imagined eating and control conditions, which stands in conflict with the prior literature. In contrast, the differences between imagined and actual eating were significant. These results may be explained by differences in the experimental tasks' dose-response relationships, as well as environmental-contextual disturbances. Overall, the findings do not corroborate the efficacy of imagined eating within a real-life context.

TYPES OF CULTURAL TOURISM PARTICIPATION AMONG KOREAN BABY BOOMERS

Abstract Cultural tourism (e.g., attending festivals, visiting museums and heritage sites) is an important part of leisure activity in middle and later life. As they age, midlife adults may anticipate more time for these activities when their family and work demands are less intense. However, the leisure-as-career perspective suggests that preferences, knowledge and skills for leisure and tourism activities develop throughout the life course. This study examines how Korean middle-aged adults participated in cultural tourism activities and whether their willingness to be involved in active leisure in later life differed by their current patterns of cultural tourism activities. We utilized data from the 2014 Korean Baby Boomer Panel Study (N = 4,053; age 51−60). Latent class analyses were applied to five types of activities (i.e., local festivals and events, exhibitions, museums, heritage sites, and international travels), and three distinct patterns were identified. The majority of the Korean baby boomer sample (81%) belonged to “Inactive cultural visitors”—not participating in any type of activities in the past two years, which may reflect persistent time pressures at midlife. “Casual cultural visitors” (11%) mainly visited local festivals and heritage sites. “Serious cultural visitors” (7%) engaged in all types of activities; they appeared to have more time and financial resources. Further, “serious cultural visitors” showed higher willingness to engage in active later life leisure compared to other two patterns, supporting the continuity of leisure/tourism activities. Our findings highlight the importance of prior leisure and tourism behaviors for understanding future leisure activity expectations.

Entertaining Commodities or Living Beings? Public Perception of Animal Welfare at Local Festivals in South Korea

Many festivals use animals in the name of continuing traditions and religious acts of historical and cultural relevance, as well as for tourist entertainment; however, the welfare of these animals has been overlooked in favor of maintaining cultural identity or making economic profits. The criticism of animal-based festivals has been growing along with the increased public awareness of animal rights. However, this change in public perception has not yet been translated into actual government policies in Korea. This study addresses the unethical practices and challenges regarding animal welfare at festivals from the perspective of visitors to understand the public perception of the need for institutional and regulatory interventions to improve the treatment of animals at festivals. An online survey (N = 1000) is conducted to examine the public perception of animals and animal welfare at festivals and how strongly online survey participants support organizer- and state-level actions to protect the welfare of festival animals. Logistic regression analyses identify gender, pet ownership, pro-animal attitude, visiting experience, sensitivity to criticism regarding animal issues, and perception of animal welfare at festivals as significant predictors of online survey participants’ support for actions ensuring the welfare of animals used in festivals. Our findings also suggest that people sympathize with the need to enhance animal welfare but have low levels of sensitivity to the maltreatment of animals at festivals, indicating the existence of cognitive dissonance. Establishing guidelines and regulations for improving animal welfare can help festivals use animals in a more sustainable way and make visitors rethink and re-establish human–animal relationships.

The Mute: Ritual and Transgressive Meanings of the Masked Character in the Romanian Căluş Ritual

The article focuses on the importance and meanings of the masked character of the Mute (Mutul), part of the Căluş ritual performed at the Whitsuntide feast in several regions of Romania and observed in two villages in Argeş County (Stolnici and Bârla). The Căluşari (the members of the Căluş group) perform specific dances meant, first of all, to cure the ritual illness inflicted by Iele (mythological feminine creatures) and also intended to provide for the good health and prosperity of the households where they are being performed. One of the performers is the Mute, archetypally similar to the Jester/Joker, who is impersonated by a man dressed as a woman but endowed with the fertility symbol of a wooden phallus. His presence and actions are all about transgression – he can mock the Căluşari or the community members assisting in the ritual, breaking all conventional behaviour rules. He plays, as well, an important part in the short episodes meant to make the audience laugh. We inquire into how his performance and actions can be perceived in relation to the social limits they break. At the same time, the article discusses what happens to the masked character in the staging context of the ritual, since from the beginning of the twentieth century, especially during the communist period, it reached larger audiences during local (and international) festivals. As of 2008, the ritual has been recognised internationally as an identity emblem, part of the UNESCO Representative List of the Intangible Cultural Heritage.

국내정원박람회 개최 효과에 대한 방문객 인식 비교 연구 - 2013 순천만국제정원박람회, 2015 서울정원박람회, 2022 고양국제꽃박람회를 대상으로 -

This study compares and analyses the impacts of holding domestic garden expos that will be fundamental for holding garden expos in the future. Satisfaction with the three sites of the 2013 Suncheon Bay International Gardening Expo, 2015 Seoul Gardening Expo, and 2022 Goyang International Flower Fair, as well as factors affecting the satisfaction in economic, social/cultural, environment/ecology, and operation aspects, were analyzed. As a result of the study, the satisfaction level of all three sites was high, with a value of 3.5 or higher. In particular, satisfaction with the 2013 Suncheon Bay International Gardening Expo was the highest. It was found that there was a difference between the satisfaction level of the 2013 Suncheon Bay International Gardening Expo and the 2015 Seoul Gardening Expo. As a regional festival, the 2013 Suncheon Bay International Garden Expo has acquired a high status due to the ‘Suncheon Bay Garden’ being designated as the first National Garden. It is thought that great satisfaction was obtained because economic, social, cultural, and environmental revitalization was achieved by matching the values of citizen participation and ecological conservation. As a result of the comparison of perception types affecting the satisfaction by garden fair, satisfaction at the 2013 Suncheon Bay International Gardening Expo and the 2015 Seoul Gardening Expo, it was found that both affected all four aspects. The 2022 Goyang International Flower Fair did not affect satisfaction in the operational aspect. This seems to be because the Goyang International Flower Fair is already a fixed local brand. As a result of analyzing the detailed factors of perception that affect satisfaction, the three target sites were commonly analyzed, including social and cultural factors, which attract cultural events, improve pride and affection for the region, and help educate children. In terms of environmental and ecological factors were analyzed as an inconvenience in life due to traffic congestion. It can be seen that it has the same meaning as the comparative analysis of the difference in factors on the satisfaction of the target site. There is no difference in the effect on satisfaction in terms of social·cultural, and environmental·ecological aspects, but there are differences in terms of economy and operation. Based on the analysis results of this study, to hold a domestic garden expo in the future, it is necessary to properly utilize “environmental” and “ecological” garden aspects that have potential values according to the region’s characteristics to develop sustainable, eco-friendly tourism resources. In addition, values will be more apparent when cultural and artistic programs are planned to establish a differentiated identity in the host area and are appropriately used as a marketing means for a local fair. A well-planned local festival through communication with local residents can affect the image of the region and lead to the revitalization of the local communities by securing urban competitiveness along with the establishment of urban brands, so it can be said that local residents’ participation and national or local organizations’ cooperation is essential.

통영연극예술축제의 브랜드 구축 방안 연구

The need for brand building is growing at local arts festivals. Therefore, this study tried to contribute to the establishment of the brand strategy of the local art festival by analyzing the brand construction status of the Tongyeong Theater Arts Festival(TTAF) as a brand myth construction model. As a result of the study, in terms of the dominant ideology, the TTAF was exposed to negative perceptions such as their own league, low artistic level, and doubts about individuality and creativity, as commonly found in other regional festivals. In addition, the desires of consumers and masses were marked by independent consumption, demand for easy and comfortable arts, and enhancement of pride and self-esteem in local culture. To overcome the cultural contradiction, the TTAF is judged to have to focus more on regional specialization and artistic level improvement using the unique cultural resources of the region. Therefore, this study specifically suggests the improvement of the brand strategy of the TTAF through the supplementation and innovation of the PR marketing strategy.

Reasons for the Return of Local Festivals Seven Years after the Fukushima Nuclear Accident

Reasons for the Return of Local Festivals Seven Years after the Fukushima Nuclear Accident