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http://dx.doi.org/10.14400/JDC.2014.12.2.203

The Effect of Perceived Attractiveness of Local Festival on the Esteem of Residents -Focusing on Dongnae Historical Festival-  

Kim, Han-Joo (Dept. of Advertising & Public Relations, Silla University)
Publication Information
Journal of Digital Convergence / v.12, no.2, 2014 , pp. 203-210 More about this Journal
Abstract
The purpose of this study was to examine the attractiveness of local festival on local esteem of residents through the residents' satisfaction toward the festival. The survey was undertaken for four days during October 11 to 14 of 2013 in Dongnae, Busan. Two hundred twenty-three respondents were selected and invited to participate in this study. Results found a significant relationship between local festival attractiveness and festival satisfaction. The study also indicated that local community residents' satisfaction toward the festival had a significant, positive relationship with the residents' local esteem. Among the attractiveness factors, it was revealed that novelty-seeking and entertainment were more powerful stimulators. Also, analysis indicated that program quality, uniqueness, and convenience were also important for attracting local residents toward the festival. Theoretical and practical implication were discussed.
Keywords
Local Festival; Residents Perception; Attractiveness; Satisfaction; Local Esteem;
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