축제 참가자의 축제정보와 행동분석 - 하이서울페스티벌을 중심으로 -

초록

Since the festival allows the participants to feel the sense of deviation, which is the essential function of festival, by transforming the everyday spaces such as the streets, parks to the space of festival, and plays role of cultural media that the participants can form the consensus, which can be understood culturally, it becomes the very important area to study the festivals. The festival provides festival-related information through diverse channels, and promotes the specific contents such as the festival opening and the calendar, to attract the interests and the local residents' and tourists' visits. Since the participants, who have diverse motivations and expectations, form their motives for the festival by exploring and acquiring these kinds of information and establish their visiting schedule, the festival information is very important for participants. Therefore, in this article, the overall festival information related to the preliminary information prior to participation and the festival information system have been investigated from the participants of Hi-Seoul Festival 2010, and the impacts of the satisfaction with the festival information on the festival participation behaviors such as the time of staying in festival, the number of the programs participated, the expenditure in the festival site, etc. and the festival satisfaction have been analyzed. In addition, the impacts of the festival participation behaviors on the festival satisfaction such as the satisfaction with the overall festival and the difference of the participation behaviors according to the information type have been analyzed. The analysis results showed that the satisfaction with the preliminary information acquired by the participants in advance has significant impacts on the time of staying in the festival and on the number of the programs participated, and the satisfaction with the information system recognized in the festival site has significant impacts on the participants' expenditure and the number of the programs participated. And the expenditure and the number of the programs participated out of the festival participation behaviors have been analyzed to have significant impacts on the festival satisfaction such as the satisfaction with the overall festival and the satisfaction with the programs, and the satisfaction with the preliminary information, and the satisfaction with the information system recognized in the festival site appeared to have significant impacts on the festival satisfaction. As the festival information have growing importance in forming festival participation motives and establishing the plan to participate in the festival, the results of this study will become useful data to be utilized by the festival planners to provide the festival information and to establish the promotional plan and strategy, and is expected to propose meaningful results for studies on the participation behaviors of festival participants in future.

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