지역축제의 뷰티체험 만족도가 재방문의도와 지역발전에 미치는 영향: 금산인삼축제를 중심으로

Abstract

Our study analyzed the impact of satisfaction with beauty experiences at local festivals on intentions to revisit and on regional development among visitors to the Geumsan Ginseng Festival Beauty Experience Program. We also aimed to provide useful reference material to operate the annual Geumsan County Ginseng Festival and to contribute to the development of the Geumsan County region. Our study analysis observed that the higher the satisfaction with the beauty experience at the local festival in the domains of beauty therapists, deviant aspects, service aspects, and aesthetic aspects, the higher the intention to revisit. This helps to contribute to the regional development of Geumsan County. Regarding the impact of satisfaction with the beauty experience on regional development, it was found that the higher the satisfaction with the beauty experience at the regional festival in terms of the deviant aspect, aesthetic aspect, beauty manager aspect, and service aspect, the larger the regional development. When analyzing the influence of the intention to revisit on regional development, we observed that the higher the intention to revisit, the larger the regional development. Hence, each regional festival could enhance satisfaction by combining beauty experiences with the unique resources of the region. This could promote return visits and regional development. By analyzing the impact of satisfaction with beauty experiences at local festivals on the intentions to revisit and local development, we aim to provide reference data for a sustainable Geumsan Ginseng Festival and local festival programs of each regional government.