축제이후 청산도 지역주민의 축제이미지, 자긍심, 환대정신 관계형성에 관한 연구
A Study on the Relationship between Festival Image, Self-Esteem and Hospitality of the Cheongsan Island Local Residents formed after the Cheonsan Island Festival
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The purpose of this study is first of all, to review whether the festival image of the Cheongsan island local residents(formed in the Cheongsan island Festival) managed to increase the local residents' self-esteem towards their region. Secondly, it is to review how the residents' self-esteem towards the their region effected their hospitality toward foreign tourists. Last of all is to review the connection between the local resident's festival image and their hospitality towards foreign tourists. In order to achieve this purpose, both reference study and actual proof study was used. The results of these studies will be used to empathize that the local residents play an important role in local festivals, and that the future success of local festivals depend upon the residents. The actual proof study shows that festival image is a combination of local and character image. Self-esteem on the other hand is built up with only one factor, while hospitality considers two, service mind and interaction. The hypothesis verification of this study shows that festival image, self-esteem and hospitality all have a positive effect on each other. As a result, the positive image of the festival contributed to the increase in the local resident's self esteem and their voluntary hospitality towards foreign tourists. Through this result it can be concluded that local residents' voluntary participation in local activities and the high quality of local residents' ability in those activities, should first be developed in order to increase foreign tourist's satisfaction.
Abstract
The purpose of this study is first of all, to review whether the festival image of the Cheongsan island local residents(formed in the Cheongsan island Festival) managed to increase the local residents' self-esteem towards their region. Secondly, it is to review how the residents' self-esteem towards the their region effected their hospitality toward foreign tourists. Last of all is to review the connection between the local resident's festival image and their hospitality towards foreign tourists. In order to achieve this purpose, both reference study and actual proof study was used. The results of these studies will be used to empathize that the local residents play an important role in local festivals, and that the future success of local festivals depend upon the residents. The actual proof study shows that festival image is a combination of local and character image. Self-esteem on the other hand is built up with only one factor, while hospitality considers two, service mind and interaction. The hypothesis verification of this study shows that festival image, self-esteem and hospitality all have a positive effect on each other. As a result, the positive image of the festival contributed to the increase in the local resident's self esteem and their voluntary hospitality towards foreign tourists. Through this result it can be concluded that local residents' voluntary participation in local activities and the high quality of local residents' ability in those activities, should first be developed in order to increase foreign tourist's satisfaction.
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