축제조직의 내부마케팅 활성화가 축제효과에 미치는 영향 - 직무만족 및 조직몰입을 매개변인으로 -

초록

The number of festivals planned or held in various fields is increasing every year due to the activation of tourism resource development and of local governments. This study aims to recognize the importance of festivals and identify the causes of successful festivals, such as the vitalization of internal marketing. Therefore, internal communication, delegation of authority, compensation system, management support, and education and training were used as internal marketing components, and job satisfaction and organizational commitment were used as mediators to verify their effects on the festival effect. From March 10 to March 31, 2021, direct surveys and online surveys through SNS platform and e-mail were conducted for festival-related organizers. A total of 261 effective samples responding to the survey were empirically analyzed. According to the results, internal communication, compensation system, support for management, education and training had significant effects on job satisfaction. In addition, internal communication, delegation of authority, compensation system, and support for management had significant effects on organizational commitment. In terms of festival effect, internal communication and education/training had significant effects on economic effect, internal communication, empowerment, education and training had significant effects on social and cultural effect, internal communication and reward system had significant effects on physical and environmental effect. In addition, it was found that job satisfaction and organizational commitment had significant effects on the festival effect, indicating that internal marketing was related to the festival effect. This study presented implications based on the results by analyzing the causal relationship that the activation of internal marketing ultimately affects the festival effect.

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