• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.55-67
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• 2019

This study was surveyed the visitors who visited the festival for 4 days from August 01, 2019 to August 04, 2019 .For the questionnaire, 367 copies of valid questionnaires were used as the final analysis data in four beaches: Hakdong Black Pearl Beach, Gujora Beach, Wahyeon Beach, and Jicell Port. The results of this study are as follows. First, all three sub-factors of regional festival service quality, such as confidence, empathy, and credibility, had a positive effect on participation behavior. Second, the result of the moderating effect of the influence of involvement on the quality of service and visitor participation behavior of local festivals is based on the individual moderating effects of service quality and visitor participation behavior. There was a moderating effect. Visitors should be aware of the program, which is faithful to the festival's original purpose, and provide visitors with information about the festival quickly and accurately to feel the efficacy of participating in the festival. And The more satisfied the tourists who visited the local festivals, the more likely it will be to be a successful and successful festival. By speeding up, unexpected positive customer behavior will come from places that are not important.