• Asia-Pacific Journal of Business
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• v.13 no.1
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• pp.289-300
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• 2022

Purpose - This study is a study on China's national flower, the Peony Festival', with a focus on the Heze International Peony Festival, which is called the "City of Peonies, to investigate the difference in the importance and achievement of festival items". Design/methodology/approach - IPA is used to identify items that need to be improved for festival satisfaction attributes, and to suggest the direction of the annual peony festival in the future. Findings - The difference in importance and achievement for each of the 17 items of the Heze International Peony Festival, there was a statistically significant difference between importance and satisfaction, except for the peony admission ticket. It was found that satisfaction was relatively low in these items as it was higher than the average value. Second, the first quadrant showed information on traffic communication, food taste, convenient facilities (parking lot, restroom, shelter), service delivery speed, service provider attitude, natural scenery at the festival site, road signs, and information boards. Third, the diversity of cultural performances appeared in the fourth quadrant. Finally, the second quadrant is an area of high importance but low achievement. Two items were derived: the environment of the entertainment venue and the diversity of the entertainment venue. Research implications or Originality - These are the items that led to the dissatisfaction of visitors to the festival, and seem to be the items that need to be improved the most urgently.

• The Journal of the Korea Contents Association
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• v.9 no.9
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• pp.380-392
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• 2009

This study aims to understand what aspects among perceived environmental cues affect on satisfaction and behavior intention of visitors with the object of Gwangju Chungjang Festival 2008, which is a city festival. The survey was performed in the festival period, from October 7 through, 12 2008 with 300 visitors who finished the touring of the Festival. All the 300 questionnaires were returned, but only 270 out of 300 were used, except for the unfaithful responses, for the analysis. For statistical process of the collected data, frequency analysis, reliability analysis, factor analysis and multiple regression were performed by using SPSS 12.0 for Windows via the process of data coding. As the result, first, the factor, environmental cues of city festival were shown differently in three dimensions of satisfaction. In other words, 'food factor' is an important factor for festival satisfaction. Second, for re-visit intention, which is the consequence variable and behavior intention of satisfaction regarding the environmental cue factor, 'convenient facility factor' and 'accessibility and promotion factor' were significant and 'promotion and guidance factor' for the recommendation factor was significant. On the contrary, 'food factor' did not have significant impact. Third and finally, as the analysis result of impact of festival satisfaction on re-visit intention and recommendation intention, which are the behavior intentions, festival satisfaction was significant. This study aims suggestion of development strategies for Gwangju Chungjang Festival 2008. It is appropriate time for this study at the point of promoting city festivals. Also, suggestions in this study can help promotion of development direction.

• The Journal of the Korea Contents Association
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• v.8 no.11
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• pp.356-363
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• 2008

The purpose of this study is to examine the difference between festival visitors motivation and satisfaction by visitors' past experiences at Gim-po Culture & Art Festival 2008, Which is the 25th, is holding soon. Gim-po Culture & Art Festival has unique aspect that it is organised various experience programs and items which stress the importance of environment mix in Han river, Gim-po's port, totemism, agriculture and so on. A Study is analysed through research that is consisted of motivation and satisfaction factor's item of 23 local festival visitor to study factors of determination of local festival visitor's motivation and satisfaction level. Data were collected with a structured questionnaire at the 24th Gim-po Culture & Art Festival, 695 sample were used for statistical analysis. This research data is analysed by 4 statistical techniques, which are t-test, Cross-tab analysis, reliability analysis, factor analysis and regression analysis. As the results of this research, festival visitor's satisfaction were composed of four factors; festival theme, physical facilities, festival information service, souvenir and food. Festival satisfaction and motivation appeared the difference between first-time visitors and repeat visitors. The result of this paper may help festival planner and marketer for festival marketing strategy.

• Journal of the Korean Society of Food Culture
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• v.1 no.4
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• pp.361-370
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• 1986

A review was made about the foods for korean festival days through such literature as kyongdojapji ( 京都雜誌 ), youlyangsesiki ( 洌陽歲時記 ) and Dongkooksesiki ( 東國歲時記 ). The focus was on the 'gala foods' in Kangweon province. A survey was made on two separate areas; urban and rural district, The result showed that there was no difference in celebrating gala days between two separate area. Those festival days which are celebrating are seolnal (New Year's day) (98.5%), chusok (mid-autumn festival) (97.7%), Sangwonnal (the 15th day of January) (95.1%), and dongjee (one of 24 seasons by lunar calender) (83.1%) in the order of higher percentages. Only less than 10% of the subjects for this survey are keeping on celebrating napyong (3.5%), baikjong (the 15th day of July) (5.4%), jungyang (the 9th days of September) (6.7%) samjinnal (8.6%) and yoodooil (the 15th day of June) (9.2%). Gala foods, such as dduggook, mandoogook, injulmi (glutinous rice cake) and sikhe (sweet rice beverage) on Seolnal, ogokbab (the rice made of five kinds of cereals), jinchas (various kinds of boiled vegetables) and buryum (chestnut, pinenut and walnut) on sangwonnal, songpyun (rice cake of chusok) on chusok, patjook (rice-gruel mixed with red beans) on dongjii were being enjoyed by most people. Gala foods on seolnal and chusok had a greater variety, compared with those enjoyed on other festival days. I think it is a pity that other gala foods except those just mentioned are enjoyed in a lower percentage or almost forgotten.

• Journal of the Korean Society of Costume
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• v.60 no.4
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• pp.18-29
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• 2010

For the Gwangyang Ume Flower Festival, this study sought to develop competitive fashion culture goods design and to activate regional culture festival by reinterpreting ume flower image in accordance with current trends, manufacturing motive patterns, and applying them to neckties, scarves, and T-shirts. In terms of method, four basic motives were set that showed new figurative images of ume flowers using Adobe Illustrator 10. The repetitive units of each motive we combined with the ume flower motives and the geometrical patterns, such as quadrangle, triangle, and circle. The basic direction of design was set so that color and texture could have colorful, modern, and natural images using pastel tone and gradation. The set patterns were applied to the repetition, the repetition of the transformed patterns of 45 angle, and the strife patterns, making it possible to display various images in the fashion items such as neckties, scarves, handkerchiefs, or T-shirts. The development of such fashion culture goods seems to be more significant, since they can be easily accessed by general festival participants. Accordingly, the Gwangyang Ume Flower Festival seems to develop not into food-led festival, but into a cultural festival that can publicize more various programs and create profits.

• Journal of the Korean Society of Food Culture
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• v.29 no.6
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• pp.528-538
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• 2014

The purpose of this study was to investigate the relationships among recognition, preference, and purchasing characteristics for Changnyeong onions and garlic as well as festival satisfaction among participants at agricultural product festivals in the Changnyeong region. Results showed that festival satisfaction of 'place of festival' was highest while 'convenience facility & event contents' earned the lowest scores. Most subjects (90.5%) had purchased Changnyeong agricultural and processed products. A major purchasing type was fresh agricultural products (66.7%). The pathways to recognize Changnyeong agricultural products were mostly 'promotion by related institutions' (22.0%), 'family relatives' (20.8%), 'mass media' (16.6%), and 'festivals and events' (16.1%). The most considered factors for purchasing regional products were 'geographical origin' and 'ingredients'. Changnyeong onion showed higher scores for recognition and preference and rate of purchase experience and intention than for garlic. The correlation coefficients of recognition and preference for onion and galic were 0.603 (p<0.001) and 0.598 (p<0.001), respectively. The explanation power ($R^2$) of related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (${\beta}$) for 'recognition', 'preference' and 'convenient facility & event contents' were positive, whereas the regression coefficient for 'price' was negative. Recognition, preference, and convenient facility & event contents with garlic purchase showed a positive relationship ($R^2$=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was 'local festivals and events' (27.8%).

• Journal of the Korean Society of Food Culture
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• v.21 no.6
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• pp.589-595
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• 2006

The purpose of this study was to analyze food behavior of tourists to develop consumer-oriented local cuisines for the Goseong dinosaur festival. A random sample of 518 tourists took part in one-on-one interviews which were conducted between May 7 and May 28, 2006. The highest percentage of people were in the 30-39 age group, and the over 60 years were the second highest. The participants resided mainly in urban areas of Gyeongnam province and other large Korean cities. Most of the tourists had breakfast at home before leaving for the festival, 27.8% skipped breakfast or bought and ate various food s as a breakfast on the way to the main venue. The proportion of the tourists who wanted to eat lunch at outlets in the main venue was 39.8%, while 34.6% of the tourists brought their lunch boxes. Only 14.5% had a desire to eat lunch at restaurants in Goseong. 33.8% of the tourists were willing to pay 5,000-6,000 Won per capita for the lunch, 15.6% wanted to pay 7,000-10,000 Won per capita. Noodles and Gimbab were chosen as favorite dishes for lunch by 15.4% of tourist while Bibimbab was selected by 12.0%. Various aspects of food behavior were different between the two predominant age groups. For example, the prices and the kinds of meals they wanted, and the places they preferred to eat meals. Therefore, it is suggested that more than 2 kinds of local cuisines have to be developed for the predominant age groups. The price of the local cuisine for the 30s age group should not exceed 5,000-6,000Won, whereas less than 10,000Won is an appropriate price for the over 60s. Menus for children also need to be developed, along with breakfast menus specifically for the 30s age group.

• Journal of the East Asian Society of Dietary Life
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• v.18 no.3
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• pp.277-293
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• 2008

We conducted a consensual, expansive, and successive study to compare cultural differences and similarities between Korean, Chinese and Japanese's Seasonal Festivals and Foods documentarily. It showed interesting results that the three countries had celebrated with similar meanings, and shared similar events and special foods. Seasonal Festivals happen throughout the year sequentially: the New Year Day, January $15^{th}$(first full moon festival), March $3^{rd}$(double three day), May $5^{th}$(double five day), July $7^{th}$(double seven day) and finally the Year Farewell Festival. While, the festival of a royal birthday of Buddha happens on April $8^{th}$ in both countries: Korea and Japan. There is also one of the big festivals called the harvest moon festival on August $15^{th}$, and this event celebrates with special foods both in Korea and China. On December $23^{th}$, it is a special day for both Chinese and Japanese, but they celebrate the day with different meanings to it. Three countries have a special seasonal event celebrated each other. Koreans have a special event called Sambok to overcome summer with special food during a middle of June to the beginning of July. Chinese have a special event for overcoming winter with soup on December $8^{th}$. Japanese have a special event with rice cake to safety on January $11^{th}$. On these seasonal festivals, it is different to note that two different kinds of calendars are used. The lunar calendar is used by Koreans and Chinese whereas the solar calendar is used by Japanese. Because of the similarity in Buddhism, and agricultural industry, and especially sharing Chinese Characters in words, these three countries have in common in many ways to celebrate Seasonal Festival, and it is very unique custom in the world. Nowadays; however, these traditional events and special foods are changing in more simplified version and almost disappearing in all three countries. Therefore, we suggest that the Seasonal Festivals and Foods should be more emphasized in flourishing and exchanging between Korea, China and Japan.

• Journal of the East Asian Society of Dietary Life
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• v.11 no.2
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• pp.140-150
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• 2001

This study was conducted to find out the desirable measures for maintenance and development traditional foods when abroad, by investigating the knowledge and actual state of utilization of Americans residing in the Los Angeles on Korean traditional foods. The 308 respondents of questionnaires were taken. 96% of the respondents demonstrated interest in traditional foods. Among kinds of traditional food, the most preferable food was boiled rice(71.4%) and Kimchi(70.9%) , The that traditional foods are used were good taste(45.4%) and familiar taste(41.6%). The reason for avoiding them was, mainly, troublesome cooking methods (46.3% ). Conclusively, the Korean Americans residing in the Los Angeles have made good use of boiled rice and Kimchi a staple common food, but special foods. ceremonial foods and festival foods were hardly used. To maintain Korean traditional foods when abroad, it is necessary that older generations sometimes offer opportunity to meet with them to the coming Korean generations, and Korean food companies develop and export standardized and simplified traditional foods.

• Culinary science and hospitality research
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• v.16 no.3
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• pp.94-113
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• 2010

Despite a number of previous studies about cultural tourism festivals, studies on food menus in the cultural tourism festival setting have often been neglected. Considering the importance of food menus, identifying major selection attributes that satisfy visitors in a festival setting is vital. Using conjoint analysis, this study demonstrated that price was the most influential selection attributes to attract visitors. The time required between ordering and receiving food was found to be the second important selection attribute, followed by menu and place. Cluster analysis identified two distinct segments that take different sets of elements into account when making their selection decision. Conjoint simulation estimated the most preferred foodservice form in cultural tourism festivals setting would have 21.18% potential market share. The implications gained from this study provided an important starting point for determining key selection attributes in establishing strategies to enhance visitors' level of satisfaction.