• Title/Summary/Keyword: 축제체험

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Effects of Festival Experiential Factors on Festival Satisfaction and Behavioral Intention - With Focus on Muju Firefly Festival - (축제 체험요인과 축제만족, 행동의도와의 영향관계 - 무주반딧불축제를 중심으로 -)

  • Hyun, Hye-Kyung
    • The Journal of the Korea Contents Association
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    • v.14 no.9
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    • pp.494-502
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    • 2014
  • The purpose of this study was to analyze the effects of festival experiential factors on festival satisfaction and behavioral intention by questionnaires to 550 experience program participants in the Muju Firefly Festival. And the hypothesis verified by 493 valid questionnaires with AMOS 18.0. The result of analysis showed that educational experience, escapist experience and entertainment experience except esthetic experience had positive effects on the festival satisfaction. Based on standardized coefficients showed that entertainment experience had the greatest impact on the festival visitor's satisfaction. And it showed that the satisfied visitors with the festival experience programs are the more likely re-visit and recommendation of visitors to subsequent festivals.

Effect of Experiential Marketing on Brand Loyalty in Local Festival (축제 체험마케팅이 브랜드 충성도에 미치는 영향)

  • Lee, Yk-Su
    • The Journal of the Korea Contents Association
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    • v.10 no.12
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    • pp.406-414
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    • 2010
  • This research the impacts of the experiential marketing elements to the festival brand loyalty and the results are as follow. First, the research showed 2 difference parts as the age and income in the experience and cognitive items. Second, it showed all items of sensory experiences of experiential marketing, emotional experience, cognitive experiences positively affect to the festival brand loyalty. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement of the festival brands in the future. Second, as the new research applying the festival and experiential marketing, we could found the experiential marketing through the intangible goods as like the festival could affect to the reinforcing of the brand loyalty.

Daegaya History Experience Festival of 2005-2006: Marketing Perspective (역사문화축제의 마케팅적 접근: 대가야체험축제의 2005-2006년 비교)

  • Jeong, Goang-Hoan;Roh, Yong-Ho;Kim, Sang-Ho
    • The Journal of the Korea Contents Association
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    • v.7 no.3
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    • pp.129-139
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    • 2007
  • The purpose of this study was to investigate the visitors' satisfaction with the Daegaya History Experience Festival and to provide practical implications to festival planners. Some important results of this study were as following. First, educational effectiveness had the highest satisfaction among visitors. Second, picking strawberries was founded as the most favored family oriented experience and experiencing the Daegaya vessel was perceived as the next layered program. Third, This festival provided pay experiences to the visitors including drawing bronze age rocks on the visitors' faces and Daegaya vessel making. Fourth, this festival achieved specializing of volunteers and increased satisfaction of guides. For future study, it is necessary to do empirical studies including investigating the determinant factors of festival visitors' satisfaction and behavioral intentions.

Impact of Sense of Satisfaction with Regional Festival Experience Program upon Intention for Re-visit - With Focus on Andong International Mast Dance Festival - (지역축제 체험프로그램 만족이 재방문의사에 미치는 영향 - 안동국제탈춤페스티벌을 중심으로 -)

  • Lee, Jae-Man
    • The Journal of the Korea Contents Association
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    • v.9 no.9
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    • pp.370-379
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    • 2009
  • The author in this study carried out survey by questionnaires on the spectators who participated in the Andong International Mask Dance Festival being held from Sept. 26, 2008 to Oct. 5, 2008. Survey was designed to find out what was influence of sense of satisfaction from experience program upon spectators' intent for re-visit for such program in future. Result of analysis showed that experience program of Andong International Mask Dance festival was constituted of diverse aspects accordingly level of satisfaction by spectators for the program was very high. Also spectators' sense of anticipation for experiencing feeling of uniqueness and creativity appeared to be very high. In terms of level of satisfaction spectators showed high level satisfaction with sense of convenience and creativity aspect thus it was revealed that spectators' sense of satisfaction with festival experience program had significant impact on their intention for re-visit in future. In consideration of such fact there seemed to be need for versatile approach to experience program of Andong International Mask Dance Program and continuous research and development of experience program in order to meet changing desire of tourists thus there is urgent need for developing creative and more active experience program In future.

The Effect of College Festival Participants' Experience on Festival Satisfaction, Re-participation and Peer Relation Enhancement: Focusing on College Life Participation (대학축제체험이 축제만족, 재참가의도, 교우관계에 미치는 영향: 대학생활 참여정도를 중심으로)

  • Yang, Soung-Hoon
    • The Journal of the Korea Contents Association
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    • v.19 no.7
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    • pp.246-257
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    • 2019
  • This research aimed to verify possibly expanding college festival's performance to ordinary life. College festivals have consolidated student communities and created college culture. Recently, the festivals have been challenged for commercialization such as celebrity concert and company sponsorship. College festival is a text, which is based on ordinary college life and should served a role to restore college life. Pine & Gilmore's experience model was used to find that quality festival experience leads to satisfaction and satisfaction enhance peer relations. More participate school life, the better experience the festival program. Total 195 of questionnaires were administered to college festival participants and coding data were analyzed by regression and t test. Result found that College festival experience significantly affects festival satisfaction(H1), festival satisfaction affect re-participation(H2) and peer relations(H3). High level of school life participation group showed significant differences in festival experience and other variables in compare with low level group(H4). Theoretical /practical significances and research limitation were included.

Experiential Marketing Exploratory Study for Application of the Festival (체험마케팅의 축제적용을 위한 탐색적 연구)

  • Lee, ik-su
    • Proceedings of the Korea Contents Association Conference
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    • 2011.05a
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    • pp.399-400
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    • 2011
  • 본 연구는 최근 활발하게 연구되어지고 있는 체험마케팅을 중심으로 이론적 내용을 살펴봄과 동시에 지역축제 적용을 위해 요인분석을 통한 축제적용 가능성을 살펴보았다. 연구결과 체험마케팅을 구성하고 있는 요소중 감각마케팅, 감성마케팅, 인지마케팅으로 구분되는 것으로 나타났다.

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A study of the impact of constraint factors of festival participation and negotiation efforts of festival participant on festival satisfaction (축제의 참여제약 요인과 관람객의 협상노력을 통한 축제만족에 대한 연구)

  • Kim, Han-Joo
    • Management & Information Systems Review
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    • v.33 no.2
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    • pp.205-223
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    • 2014
  • A study of the impact of constraint factors of festival participation and negotiation efforts of festival participant on festival satisfaction. This study reviewed earlier studies about festival and verified an impact of the leisure constraint factors of festival participant and the negotiation efforts on festival satisfaction by considering previous literature. Hypotheses based on literature reviews were analyzed emprically. According to the result of study, in aspect of the relationship between constraint factors of festival participation(intrapersonal constraint, interpersonal constraint, structural constraint) and negotiation efforts of festival participation, both interpersonal constraint and structural constraint have positive influence on constraint negotiation efforts. However, intrapersonal constraint factor influenced negatively. Also, the results revealed that in aspect of the relationship among festival participation, festival experience recognition, and satisfaction, festival participation have positive influence on cognitive and emotional experience and finally satisfaction.

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Effects of Cultural Tourism Festival's Experiential Elements on Brand Value and Festival Image -With Focus on Ganggyeong Fermented Seafood Festival- (문화관광축제 체험요소가 브랜드가치와 축제이미지에 미치는 영향 -강경발효젓갈축제를 중심으로-)

  • Noh, Wone-Jung;Jee, Jin-Ho
    • The Journal of the Korea Contents Association
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    • v.13 no.3
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    • pp.414-427
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    • 2013
  • The purpose of this study was to examine the effects of cultural tourism festival's experiential elements on brand value and festival image. The object of this study was the participants of Ganggyeong Fermented Seafood Festival. 260 questionnaires were distributed and analyzed 251 collected questionnaires with SPSS18.0. The results of this study are summarized as followings. First, cultural tourism festival's experiential elements influences brand value, and playfulness, placeness and deviation among the variables of experiential elements positively influence. Second, uniqueness, contents, and functionality of variables of brand value positively influence festival image. It showed that when the organizer offered exciting experiential program which the participants didn't experienced, it influenced brand value and festival image more positively.

The Effect of Experiential Marketing on Relationship Orientation in Local Festival -Focus on the Cheongju International Craft Binennale- (지역축제 체험마케팅이 관계지향성에 미치는 영향 -청주국제공예비엔날레를 중심으로-)

  • Lee, Yk-Su
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.13 no.2
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    • pp.536-542
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    • 2012
  • This research the impacts of the experiential marketing elements to the relationashin orientation and the results are as follow. It showed items of emotional experience, cognitive experiences, ative experience, relationshin experience positively affect to the festival brand loyalty. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement of the festival brands in the future. Second, as the new research applying the festival and experiential marketing, we could found the experiential marketing through the intangible goods as like the festival could affect to the reinforcing of the relationship orientation. This is scientifically could suggest the basis to enlarge the scope of application. Also it could suggest industrially a lot of implications to establish the marketing strategy of the festival and reinforcing strategy of the relationship orientation.

The Effects of Expectation-Performance, Experience and Feelings on the Festival Visitor's Satisfaction (지역축제의 기대성과, 체험 및 감정이 방문자 만족에 미치는 영향)

  • Jung, Hyung-Shik;Choi, Soow-A;Kim, Young-Shim
    • CRM연구
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    • v.2 no.1
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    • pp.33-52
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    • 2009
  • This research focused on the moderating role of the influence an expectation exerts on a performance by a regional festival and the experience to get visitor's feeling and satisfaction. A survey design was used for the last analysis targeted for the respondent who experienced an experience directly targeted for the regional where a regional festival is promoted actively targeted for the visitor. Results are show a positive influence on the expectation exerts on a performance of festival. In addition, it was confirmed that festival experience activity the role important to feeling and satisfaction of a visitor. We suggest, therefore, that it has to raise the efficiency of the strengthening of an experience program to raise an performance of festival participants and the festival manage to draw out the various feeling formation and satisfaction through participation customers' segmentation.

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