• Journal of the Korea Academia-Industrial cooperation Society
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• v.10 no.12
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• pp.3815-3823
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• 2009

As a critical element for success of community based tourism, festivals and special events play a significant role in enticing visitors from outside of the host community. More importantly, festivals and events contribute to improve the life quality for both hosts and guests. The purpose of this study is to develop a market segmentation strategy based on the perceived festival impacts among visitors to Poonggi Ginseng Festival so that each segment can be treated and communicated with separatedly for utmost visiting satisfaction. In this study, two market segments based on visitors' socio-cultural and environmental evaluation of the festival were identified, namely high appraisal group and low appraisal group. Two groups contrast sharply in terms of their behavioral patterns and perceived value and overall satisfaction. Practical marketing strategies are suggested accordingly.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.05a
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• pp.1031-1033
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• 2013

엑스포(EXPO)란 국제적인 규모와 체제를 갖추어 개최되는 박람회를 뜻하며 인류 상호간의 이해와 복지향상, 인류의 비전 제시를 목적으로 이루어지는 박람회로 일반 무역박람회와 구분된다. 즉 엑스포는 참가국의 국가종합홍보를 위한 세계적 규모의 경제 문화 올림픽이라 할 수 있다. 국내에서 개최된 2012 여수 세계박람회는 '살아있는 바다, 숨쉬는 연안(The Living Ocean and Coast)'이라는 주제로 93일간 국가가 주관하여 개최되었다. 바다와 인간의 소통을 위한 탈 산업시대의 새로운 해양시민상(Seatizen)을 제시하고 사람, 바다 그리고 연안이 함께하는 박람회를 목표로 하였다. 본 논문에서는 2012 여수 세계박람회의 방문객들을 대상으로 축제 만족도 평가에 미치는 영향 요인들을 조사하고, 만족도가 높은 요인들을 파악함으로써 향후 축제 만족도 평가 시 예측 가능하도록 데이터마이닝 기법을 이용하여 축제 만족도 평가에 미치는 영향을 분석하였다.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.11a
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• pp.465-467
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• 2013

축제는 그 지역을 대표하고 지역문화를 발전시키며, 외부 관광객을 유입함으로써 새로운 관광자원으로 각광받고 있다. 이러한 이유로 각 지자체는 축제에 많은 관심을 가지고 있다. 축제를 검색하는 방법은 앱을 많이 이용해 왔는데 최근에는 모바일 플랫폼의 발전으로 모바일 플랫폼을 이용하는 경우가 많아졌다. 기존의 모바일 플랫폼 기반의 축제검색은 단순히 축제의 지역별, 월별, 테마별 그리고 실시간 순위 등 단순하게 이루어져 있는 상황이다. 본 논문에서는 국내 외 학자들의 관련연구와 문화체육관광부 문화관광축제 종합평가 보고서를 이용하여 4개의 품질요인인 연계관광, 접근성, 사교성 그리고 행사장환경의 품질요인을 도출하였다. 도출된 품질요인은 모바일 플랫폼을 이용하여 사용자들이 원하는 상황에 맞는 축제를 검색할 수 있도록 요인분석을 실시하였다.

• Journal of the Economic Geographical Society of Korea
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• v.6 no.2
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• pp.339-353
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• 2003

In recent, events tourism of community festival is a particular form of tourism which has experienced considerable growth in Korea, and is become the important strategy for tourist inducement and revitalization of regional economy. Many events of community festival were mainly established since 1995, and most of local government such as city and county adopted the events of cultural tourism festival. Among these community festival, Hampyeong Butterfly Festival of Hampyeong-gun of Jeollanamdo, is recognized as one of famous events all over the country. In particular, Hampyeong Butterfly Festival to be held since 1999, attracts over 1 million tourists annually, and provides a lot of opportunities educational shows and exhibitions, including ecology experiences and learning sites, as well as environmentally-friendly agriculture learning sites, folklore customs, cultural heritage and traditional plays. Therefore, the purpose of this study focuses on the tourist behaviour of Butterfly Festival 2002. Most tourist have positive attitude and evaluation about festival, in particular, tourists present show high satisfaction with many programs of festival. However, in order to strengthen the competitiveness of festival, Hampyeong-gun have to concern with some improvements such as the expansion of tourists' facilities, active publicity activities, and matketing of special products of Hampyeong-gun.

• Journal of the Economic Geographical Society of Korea
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• v.11 no.4
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• pp.631-646
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• 2008

The objective of this study was to investigate satisfaction and revisit intention of Muju Firefly Festival visitors, based on visitors’ evaluation of festival images. The result of this research provided three major findings as belows. 1. The factor of “uniqueness of festival” among emotional image group and the factors of “festival spirit” and “educational impact” among cognitive image group contributed to the levels of visitor satisfaction. 2. The factors of “uniqueness of festival” and “traditionalism of festival” among emotional image group and the factors of “festival spirit” and “educational impact of festival” among cognitive image group influenced the revisit intention of festival visitors. 3. The factor of “uniqueness of festival” among emotional image group and factors of “festival spirit” and “educational impact” among cognitive image group had an impact on the intention of word of mouth.

• Journal of Digital Contents Society
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• v.16 no.6
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• pp.883-892
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• 2015

This paper was conducted to improve existing festival apps that present information in a one-dimensional and unengaging manner by analyzing the factors for festival quality factor from satisfaction evaluation items in culture and tourism festival evaluation reports as well as international and domestic studies. An exploratory factor analysis generated a KMO value of 0.821. After eliminating factors with factor loadings lower than the standard value, the factors of accessibility, promotion and information, contents of events, festival products, food, and amenities were extracted. Reliability was gauged using Cronbach's ${\alpha}$(Alpha), which was calculated to be 0.816. In the confirmatory factor analysis, the p value in the chi-square test was 0.289 while CMIN/DF was 1.100. The fit indices of GFI, AGFI, CFI, NFI, and IFI were all higher than the 0.9 mark while RMSEA was 0.018.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.181-193
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• 2021

Due to the spread of COVID-19, the domestic market was inevitable to face the crisis of tourism industry. Accordingly, most of local festivals decided to cancel or postpone, and have been in difficult situation. In addition, people also have experienced the thrist of cultural activities and tours. However, this situation can also be opportunity to find the clues for activating local festivals in the post-COVID-19 era with estimating the preservation value and deriving the determinants for it. Therefore, this study economically assessed the value of the local festival, Chimac Festival in Daegu, under the hypothetical financial crisis situation for COVID-19. Consequently, monthly income, age and place dependence was found to be influential for Daegu and nearby area citizens to have willingness to pay for the Chimac Festival in Daegu. The result shows that respondents are willing to pay 16,909 on truncated average. Thus, total value of Chimac Festival was estimated as 9.376 billion won.

• Journal of the Korean association of regional geographers
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• v.10 no.3
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• pp.624-641
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• 2004

Since 1995, when local autonomy policies were enacted in Korea, many local governments have adopted festival-centered place-marketing strategies, in order to develop their regional economies by attracting tourists, as well to provide the general public with information about local comparative advantages. This study assesses the spread effect of the Cheongdo Bull-Fighting Festival upon the regional tourism industry, by analysing questionnaire data obtained from festival visitors and merchants at other major tourist attractions in the area. It is concluded that the Cheongdo Bull-Fighting Festival has been insufficient in attaining the objective of developing the regional economy and the tourism industry, because at present, most of the festival spectators are not tourists as such, but rather residents of the Cheongdo daily community (Daegu metropolitan area), and they do not visit other major tourist attractions in conjunction with attending the festival. It is recommended that planning authorities adopt a strategy explicitly designed to increase the "tourists to local residents" ratio, and to improve tourism services to facilitate intra-regional movement of tourists and visitors alike.

• Journal of Korean Society of Forest Science
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• v.90 no.6
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• pp.747-755
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• 2001

This study was analyzed the destination image and tests of image value of forest region festival by segmenting the market. A field survey was conducted during the Acasia-Honey Festival days in Chilgok, the famous acasia-honey products place, from May 12-15, 2001. In this study, 20 image items on five-point Likert scale were examined through factor analysis using a sample of 394 visitors. Four factors were identified as follows : environment, behavior-facilities, festival programs, and products. The author observed if there were statistically significant differences of destination images between the first-time and the repeat visitors, between residents and non-residents, and between purchasers and non-purchasers of acasia-honey products. The results indicated that repeat visitors and residents group had a more positive image of behavior factor such as hospitality and information for festival. And, the author found that purchasers of acasia-honey products had more positive image of product as well as environment factor such as special atmosphere, nostalgia, natural attractions, local culture, and novelty. For these results, it is possible to conclude that local government must effectively provide the festival visitors with well-defined information such as festival contents and schedule, also, develop the programs involved unique attributes of forest region festival to improve festival image.

• The Journal of the Korea Contents Association
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• v.13 no.10
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• pp.547-555
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• 2013

This study aims to examine association between festival service evaluation attribute and behavior intention of visitors and research satisfaction with festival, second visit and recommendation intention, ultimately in order to suggest measures to establish market strategies. The study was conducted as follows. First, a total of 360 pieces of questionnaire were distributed from October 14 to 16, 2011 and a total of 335 pieces were collected. Except 15 pieces without responses, 320 were used for the study. Second, in service evaluation elements, program, facility and performance review had positive impacts on the satisfaction and second visit. All evaluation elements also positively affected recommendation intention. Third, in association between demographic features and satisfaction, second visit and recommendation intention, while the satisfaction positively influenced bringing a friend, it negatively influenced academic background and income. In addition, residence and job gave a positive affect on second visit, while income, bringing family and first visit gave a negative effect on the second visit. Last, age, academic background, income and bringing family gave a negative effect on recommendation intention.