Assessment of Visitors' Satisfaction and Intention to Revisit of Bukcheon Iceland Poppy Festival in Hadong County, South Korea

This study was conducted to analyze the characteristics of visitors to Hadong Bukcheon Iceland Poppy (BIP) Festival in order to sustain and enhance local flower festivals as a garden tourism. A questionnaire was distributed to BIP Festival visitors from May 18 to 27, 2018. A total of 167 responses were subject to be analyzed. Descriptive statistics analysis was mainly used and focused on describing the results in direct to explain the BIP Festival as a garden tourism. The number of female visitors and those in their 40s and 50s was high. Most of the visitors were found to live in other cities or counties near the area where BIP Festival was held and to prefer festivals held on the theme of nature and local features. The revisit rate and awareness of BIP Festival were 52.1% and 72.5% respectively. They mainly obtained the information on BIP Festival from people around them including family members, friends and colleagues, or from the Internet. Most answered that BIP festival was the most important destination on their trip. The major motives of BIP Festival visit included "spending quality time with family or friends (34.1%)", "appreciating Iceland poppy and gardens (25.6%)", and "enjoying oneself (tranquility, mental rest, etc.; 21.3%). As a companion, family and friends/colleagues accounted for 62.3% and 26.3% respectively. Most were found to spend 1-2 hours on visiting BIP festival and stay in Hadong county for a quarter of a day. In satisfaction of BIP Festival itself, "display and maintenance of Iceland poppy (3.76)" and "easiness of viewing (places arrangement, path, etc.) (3.57)" were high. In satisfaction of public relation and information, "service and hospitality of guides and desk clerks (3.66)" was high. The intention to revisit BIP Festival was nearly affirmative (3.73-3.80).