지역주민의 축제 참여동기와 만족도가 지지도에 미치는 영향: 유달산 봄꽃 축제를 중심으로 (Local Participation, Festival Motivation, Satisfaction Level, and Support Level: Focusing on Yudalsan Mountain's Spring Festival)

서지정보

· 발행기관 : 한국유통과학회
· 수록지 정보 : 유통과학연구 / 12권 / 8호 / 103 ~ 112페이지
· 저자명 : 손종원, 나승화

초록

Purpose- There have been local government systems sinceJune 1955. Many local governments have made use of festivalsfor regional public relations and the achievement ofcompetitiveness. This study analyzes effective components of local festivals. There has been extensive research in relation tovariables such as participation motivation, satisfaction level, recall intention, royalty, and recommend purpose. However, as avariable factor, attachment to the participation motivation of afestival has been overlooked along with support level to afestival. This study has added new variables named “attachmentto local society” and “support level,” which are dependentvariables. We will study the relationship of these two variables.
Research design, data, and methodology- This study has devised a cause-and-effect relationship model, which deduces thatlocal residents’ participation motivation for the festival will havepositive influence on the festival support level and satisfactionlevel. We circulated questionnaires to local residents to get thedata required to prove the hypothesis. To analysis the data, weused SPSS 21.0, and accomplished basic analysis through theanalysis of frequency as well as descriptive statistical analysis.
Further, we verified our measurement tools through reliabilityanalysis, and examined the research hypothesis through multipleregression analysis.
Results - With regard to the festival satisfaction level, thevariables of local society attachment, festival attraction, escapingfrom the daily life, and family harmony have influence upon apositive effect (+) in this order. Among them, the variable of local society attachment has the greatest influence. However, inrespect of support level for the festival, only the variables of local society attachment and escaping from the daily life have avalid influence on the positive effect (+), and local society attachment has relatively greater influence. In addition, not onlydoes the festival satisfaction level affect the support level forthe festival in terms of positive effect, the influence is alsofar-reaching, which verifies the mediating effect.
Conclusions- The result shows that the local residents’ satisfaction level with the Yudalsan Mountain Spring Flower Festivalis comparatively high, which is due to the local societyattachment. It also shows that it is difficult to create supportwithout local residents' attachment with their area. Consequently,this study insists that the Yudalsan Mountain Spring FlowerFestival should exceed its limitation as just a village-level party,in order to become a remarkable and outstanding festival, andsuggests three operational implications: macro-environmental development, task environment development, and internal operational environmental development. From the macro-environmentalperspective, the constant development of local culture and localbusiness is proposed. In the task environment perspective, anew functional development for the festival is proposed. Fromthe internal operational environmental perspective, improvementsin festival operation methods are proposed. If these weak pointsare addressed and resolved through a more detailed approach,it will be very helpful for local government systems to operatethe festival.

영어초록

Purpose- There have been local government systems sinceJune 1955. Many local governments have made use of festivalsfor regional public relations and the achievement ofcompetitiveness. This study analyzes effective components of local festivals. There has been extensive research in relation tovariables such as participation motivation, satisfaction level, recall intention, royalty, and recommend purpose. However, as avariable factor, attachment to the participation motivation of afestival has been overlooked along with support level to afestival. This study has added new variables named “attachmentto local society” and “support level,” which are dependentvariables. We will study the relationship of these two variables.
Research design, data, and methodology- This study has devised a cause-and-effect relationship model, which deduces thatlocal residents’ participation motivation for the festival will havepositive influence on the festival support level and satisfactionlevel. We circulated questionnaires to local residents to get thedata required to prove the hypothesis. To analysis the data, weused SPSS 21.0, and accomplished basic analysis through theanalysis of frequency as well as descriptive statistical analysis.
Further, we verified our measurement tools through reliabilityanalysis, and examined the research hypothesis through multipleregression analysis.
Results - With regard to the festival satisfaction level, thevariables of local society attachment, festival attraction, escapingfrom the daily life, and family harmony have influence upon apositive effect (+) in this order. Among them, the variable of local society attachment has the greatest influence. However, inrespect of support level for the festival, only the variables of local society attachment and escaping from the daily life have avalid influence on the positive effect (+), and local society attachment has relatively greater influence. In addition, not onlydoes the festival satisfaction level affect the support level forthe festival in terms of positive effect, the influence is alsofar-reaching, which verifies the mediating effect.
Conclusions- The result shows that the local residents’ satisfaction level with the Yudalsan Mountain Spring Flower Festivalis comparatively high, which is due to the local societyattachment. It also shows that it is difficult to create supportwithout local residents' attachment with their area. Consequently,this study insists that the Yudalsan Mountain Spring FlowerFestival should exceed its limitation as just a village-level party,in order to become a remarkable and outstanding festival, andsuggests three operational implications: macro-environmental development, task environment development, and internal operational environmental development. From the macro-environmentalperspective, the constant development of local culture and localbusiness is proposed. In the task environment perspective, anew functional development for the festival is proposed. Fromthe internal operational environmental perspective, improvementsin festival operation methods are proposed. If these weak pointsare addressed and resolved through a more detailed approach,it will be very helpful for local government systems to operatethe festival.

참고자료

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