축제 체험 속성이 축제 만족, 실존적 진정성, 주관적 웰빙에 미치는 영향

초록

Since the pandemic of COVID-19, digital transformation has been necessary as a survival strategy at festivals, which are the core tourism industry. COVID-19 has prevented movement. Online festivals have been new alternatives. Unlike existing festivals, online festivals have the characteristic that can be held without restrictions on location. However, the effectiveness of the online festivals have not been verified. The influence relationships empirically verified in the festival prior research need to be applied to the online festival. Clarifying whether online festivals also have festival attributes is an early study to promote hybrid festivals in the future. In this study, a total of 390 data were extracted by conducting a survey of participants at the 2020 online festival. The hypothesis was tested through path analysis using a structural equation model (SEM). Research results that playfulness, togetherness, and placeness among the festival experience attributes have a positive effect on festival satisfaction. Sacredness and togetherness had a positive effect on existential authenticity. Festival satisfaction and existential authenticity had a positive impact on subjective well-being. The online festivals confirm that tourists' existential authenticity, festival satisfaction, and subjective well-being can be improved.

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