한？일 눈축제 참가자의 방문동기에 관한 연구

Abstract

This study attempted to compare snow festivals between Korea and Japan, and to propose a guideline for developing snow festival in Korea. Based on the visitors who had attended the Sapporo Snow Festival and the Mt. Taebaek Snow Festival in 2004, the survey on motivation, satisfaction and behaviour characteristics was conducted. In case of Sapporo festival, categorization of 4 main motivations, novelty & escape from routine, family togetherness & socialization, visit relatives and education, and economic efficiency are revealed. In Taebaek festival case, 6 motivations are identified family togetherness, escape from routine, event novelty, economic efficiency, leisure activities, and socialization. Also, the level of overall satisfaction with Sapporo festival is higher than Taebaek festival. The findings suggest that various programs characterized by snow and winter mood should be developed in winter festivals.