지역문화축제의 관람객 만족도에 관한 연구 - 전주국제영화제의 관람객 특성별 비교 분석을 중심으로
A Study on the Tourist's Satisfaction with the Regional Cultural Festival - Case Study of Jeonju International Film Festival
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초록
The purpose of this research is to suggest appropriate directions for the desirable festival management through the investigation of the tourist's satisfaction with the regional cultural festival in case of Jeonju International Film Festival which is famous for the identity of an alternative, independent and digital film festival. This research focus on comparative analyses of differences of the tourists' satisfaction with the festival service quality classified by their level of specialization, residence and demographic characteristics. The results of this study for the tourist's satisfaction with the festival service quality are summarized as follows. First, as a result of the test of significance, the difference of the satisfaction with the festival service quality between general participants and specialized participants called a mania is confirmed to be statistically significant. Second, the difference of the satisfaction with the festival service quality between local people and outsiders is verified to be statistically significant. Third, the difference of the satisfaction with the festival service quality in aspect of tourists' demographic characteristics(sex, age and an academic background) is confirmed to be statistically significant. Fourth, the tourist's satisfaction with the festival service quality appears to be positively correlative with tourists' comprehensive satisfaction. In conclusion, subdivided festival marketing strategies which are be relevant to the target consumers are investigated to be necessary to maximize the diverse demographic tourists' satisfaction effectively in the regional cultural festival.
Abstract
The purpose of this research is to suggest appropriate directions for the desirable festival management through the investigation of the tourist's satisfaction with the regional cultural festival in case of Jeonju International Film Festival which is famous for the identity of an alternative, independent and digital film festival. This research focus on comparative analyses of differences of the tourists' satisfaction with the festival service quality classified by their level of specialization, residence and demographic characteristics. The results of this study for the tourist's satisfaction with the festival service quality are summarized as follows. First, as a result of the test of significance, the difference of the satisfaction with the festival service quality between general participants and specialized participants called a mania is confirmed to be statistically significant. Second, the difference of the satisfaction with the festival service quality between local people and outsiders is verified to be statistically significant. Third, the difference of the satisfaction with the festival service quality in aspect of tourists' demographic characteristics(sex, age and an academic background) is confirmed to be statistically significant. Fourth, the tourist's satisfaction with the festival service quality appears to be positively correlative with tourists' comprehensive satisfaction. In conclusion, subdivided festival marketing strategies which are be relevant to the target consumers are investigated to be necessary to maximize the diverse demographic tourists' satisfaction effectively in the regional cultural festival.
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