문화축제의 성공요인: 2023 강릉단오제를 중심으로 본 품질과 만족도
What makes a cultural festival successful?: Quality and satisfaction of 2023 Gangneung Danoje Festival
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초록
유네스코 인류무형문화유산 강릉단오제는 다양한 시민 참여형 문화행사와 함께 전국 최대 규모의 난장이 열리는 대표적인 문화축제이며, 지역 축제에서 흔히 보이는 인기가수 초대 공연 없이 2023년 기준 60만 명 이상의 방문객이 찾은 대형 축제이다. 축제가 지역 사회와 지역 경제의 활성화에 미치는 영향이 지대하고, 축제의 지속적이고 장기적인 성장 역시 축제가 제공하는 서비스의 품질에 달려있으므로 축제 품질에 대한 연구의 필요성은 절실하다. 비록 축제에 대한 다양한 선행연구들이 있지만, 강릉단오제가 가진 지역 축제의 한계와 문화 축제의 무형성이라는 제약을 넘기 위해서는 축제 서비스 품질에 대한 집중적인 연구가 필요하다. 또한 축제 방문객의 행동과 경험은 동반자에 따라 달라지는 경향이 있으므로, 동반자 유형에 따라 축제 서비스 품질의 영향 차이에 대한 비교 분석이 필요하다. 본 연구에서는 2023 강릉단오제 방문객들을 대상으로 축제 서비스 품질이 축제만족도에 미치는 영향을 분석하는 것을 일차 연구목표로 하며, 이차적으로 축제 방문객들의 동반자 유형에 따라 앞서 언급한 연관 관계에 대한 집단 비교 연구를 실시하였다. 분석 결과 전체 집단의 경우 축제 프로그램과 축제 안전 관리가 방문객 만족도에 유의한 영향을 미치는 것으로 확인되었다. 세부적으로 가족/친지 동반객의 경우 행사안내 및 운영과 축제 안전 관리가 방문객 만족도에 유의한 영향을 미치는 것으로 나타났고, 친구/지인/동료 동반객의 경우 축제 프로그램이 만족도에 유의한 영향을 미치는 것으로 확인되었다. 이를 바탕으로 분석 결과에 대한 논의와 시사점이 결론에 제시되었다.
Abstract
The Gangneung Danoje Festival, recognized as a UNESCO Intangible Cultural Heritage of Humanity, is one of Korea’s largest cultural festivals, featuring various citizen-participation events and a nationwide marketplace. Notably, it attracts over 600,000 visitors annually as of 2023, without relying on popular musical performances typically seen in other regional festivals. Given the significant impact of the festival on local communities and economies, as well as the necessity of sustaining its long-term growth, the importance of researching festival service quality is evident. Although previous studies on festivals exist, further in-depth research on the service quality of the Gangneung Danoje Festival is necessary to address the limitations of regional festivals and the intangible nature of cultural festivals. Furthermore, festival visitor behavior and experiences tend to vary depending on their companions, necessitating a comparative analysis of how service quality differs by companion type. This study primarily aims to analyze the impact of festival service quality on festival satisfaction among attendees of the 2023 Gangneung Danoje Festival. Secondarily, it conducts a comparative analysis of the aforementioned relationship based on companion type. The results indicate that, for the overall group, festival programs and safety management significantly influence visitor satisfaction. More specifically, for visitors accompanied by family or relatives, event guidance and safety management were significant factors in satisfaction, while festival programs were key factors for those attending with friends, acquaintances, or colleagues. Based on these findings, a discussion of the results and their implications are presented in the conclusion.
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