The number of local festivals being held nationwide in 2008 is expected to be over 1,000 as the number rapidly increased due to the implementation of local self-government system in the 1990s. The local festivals, which are being held in competition with one another under the leadership of each loca...
The number of local festivals being held nationwide in 2008 is expected to be over 1,000 as the number rapidly increased due to the implementation of local self-government system in the 1990s. The local festivals, which are being held in competition with one another under the leadership of each local government, are being held too closely to one another in similar shapes and contents without any differentiation. To successfully hold a festival, the participation rate of festival visitors needs to be increased by understanding the motivation of the festival visitors and their satisfactions or dissatisfactions from visiting the festivals, and developing programs that visitors desire. In addition, a competitiveness can be gained through a differentiation according to the characteristics of each region by planning them in accordance with festival objectives. The purpose of this study is to understand the affect the motivation for visit of festival visitors and the factor for satisfaction has on the overall satisfaction for festivals (including the level of general satisfaction, the intent to revisit, the intent for recommendation) and compare the result. Through this, the study seeks to understand the difference of the motivation for visit and the factor for satisfaction of the visitors of festivals according to their types, and to present a more effective, differentiated marketing strategy during each festival planning. In this study, the subject of the study is not a single festival but are two types of festivals according to their types in order to present differentiated strategies according to festival types. Based on the result of this study, the following points of considerations have been deduced. First, the result revealed that there is a difference the age, marital status, place of residence and occupation of the festival visitors according to the festival types. For Gangjin Celadon Cultural Festival, a strong tradition-oriented festival, the result revealed that there is a high percentage of visitors visiting together with their family and relatives among the visitors who are married and in their 30s. Furthermore, since the percentage of participation by the residents of other regions is low for Gangjin Celadon Cultural Festival, while the percentage of participation by the local residents is high, a strategic promotional marketing is needed for the residents of other regions to become aware of the festival so that the percentage of participation by the residents of other regions increases. The majority of visitors of Boryeong Mud Festival is in their 20s, and they mostly visit with friends and colleagues. Since the visitors in their 20s visit the festival to relieve their stresses and refresh themselves, relaxing and highly entertaining programs and facilities must be developed for them to relieve stress and depart from their daily routines by visiting the festival. Second, the visitors' interest desire for the festival is the visit motivation factor with the biggest influence on the level of general satisfaction, the intent to revisit and the intent for recommendation regardless of the type of festival. Therefore, festivals must be planned to bring interest to visitors by highlighting the unique characteristics and creating variety of things to see and experience. Third, the result revealed that the interest of local culture by the visitors of Gangjin Celadon Cultural Festival has an affect on the overall satisfaction of the festival. Therefore, it is important to plan for a special festival of Gangjin by reflecting Gangjin's own traditional characteristics on festival programs or promotions. Fourth, the result revealed that the festival content is the factor of festival satisfaction with the biggest influence on the level of general satisfaction, the intent to revisit and the intent for recommendation of Gangjin Celadon Cultural Festival and Boryeong Mud Festival. More than any other factor for satisfaction, the visitors are satisfied by the festival when its content is diverse and entertaining. Furthermore, the intent to revisit and the intent for recommendation are created only when these things have been satisfied. Fifth, the improvement of convenience and parking facilities is needed to increase the visitors' intent to revisit and recommend Gangjin Celadon Cultural Festival, and the price of food needs to be adjusted and the choices of food needs to be varied for Boryeong Mud Festival. The visitors' motivation for visit and the satisfaction factors are similar regardless of the festival type, and the factor with the biggest influence was the same even though there were differences in the factors that influence the level of general satisfaction, the intent to revisit and the intent for recommendation of the festival. The festival planners must develop plans and strategies that can bring out the most the nature and special characteristics of each festival by understanding the special features of the festival visitors and developing appropriate promotion strategy and program in their future planning of festivals. This study sought to verify the difference according to the type of festival, but has a limitation of not being able to generalize its result to all types of festivals since the study was limited only to the present oriented and tradition oriented festivals. Especially, the only subjects of this study were the festival that represents Korea and the best festival selected by the Ministry of Culture, Sports and Tourism, and the remaining best festivals could not be selected as the subjects of this study. The future study could be an useful information for festival planning if it further breaks down the festival type and select the remaining best festivals as the subject of the future study.
The number of local festivals being held nationwide in 2008 is expected to be over 1,000 as the number rapidly increased due to the implementation of local self-government system in the 1990s. The local festivals, which are being held in competition with one another under the leadership of each local government, are being held too closely to one another in similar shapes and contents without any differentiation. To successfully hold a festival, the participation rate of festival visitors needs to be increased by understanding the motivation of the festival visitors and their satisfactions or dissatisfactions from visiting the festivals, and developing programs that visitors desire. In addition, a competitiveness can be gained through a differentiation according to the characteristics of each region by planning them in accordance with festival objectives. The purpose of this study is to understand the affect the motivation for visit of festival visitors and the factor for satisfaction has on the overall satisfaction for festivals (including the level of general satisfaction, the intent to revisit, the intent for recommendation) and compare the result. Through this, the study seeks to understand the difference of the motivation for visit and the factor for satisfaction of the visitors of festivals according to their types, and to present a more effective, differentiated marketing strategy during each festival planning. In this study, the subject of the study is not a single festival but are two types of festivals according to their types in order to present differentiated strategies according to festival types. Based on the result of this study, the following points of considerations have been deduced. First, the result revealed that there is a difference the age, marital status, place of residence and occupation of the festival visitors according to the festival types. For Gangjin Celadon Cultural Festival, a strong tradition-oriented festival, the result revealed that there is a high percentage of visitors visiting together with their family and relatives among the visitors who are married and in their 30s. Furthermore, since the percentage of participation by the residents of other regions is low for Gangjin Celadon Cultural Festival, while the percentage of participation by the local residents is high, a strategic promotional marketing is needed for the residents of other regions to become aware of the festival so that the percentage of participation by the residents of other regions increases. The majority of visitors of Boryeong Mud Festival is in their 20s, and they mostly visit with friends and colleagues. Since the visitors in their 20s visit the festival to relieve their stresses and refresh themselves, relaxing and highly entertaining programs and facilities must be developed for them to relieve stress and depart from their daily routines by visiting the festival. Second, the visitors' interest desire for the festival is the visit motivation factor with the biggest influence on the level of general satisfaction, the intent to revisit and the intent for recommendation regardless of the type of festival. Therefore, festivals must be planned to bring interest to visitors by highlighting the unique characteristics and creating variety of things to see and experience. Third, the result revealed that the interest of local culture by the visitors of Gangjin Celadon Cultural Festival has an affect on the overall satisfaction of the festival. Therefore, it is important to plan for a special festival of Gangjin by reflecting Gangjin's own traditional characteristics on festival programs or promotions. Fourth, the result revealed that the festival content is the factor of festival satisfaction with the biggest influence on the level of general satisfaction, the intent to revisit and the intent for recommendation of Gangjin Celadon Cultural Festival and Boryeong Mud Festival. More than any other factor for satisfaction, the visitors are satisfied by the festival when its content is diverse and entertaining. Furthermore, the intent to revisit and the intent for recommendation are created only when these things have been satisfied. Fifth, the improvement of convenience and parking facilities is needed to increase the visitors' intent to revisit and recommend Gangjin Celadon Cultural Festival, and the price of food needs to be adjusted and the choices of food needs to be varied for Boryeong Mud Festival. The visitors' motivation for visit and the satisfaction factors are similar regardless of the festival type, and the factor with the biggest influence was the same even though there were differences in the factors that influence the level of general satisfaction, the intent to revisit and the intent for recommendation of the festival. The festival planners must develop plans and strategies that can bring out the most the nature and special characteristics of each festival by understanding the special features of the festival visitors and developing appropriate promotion strategy and program in their future planning of festivals. This study sought to verify the difference according to the type of festival, but has a limitation of not being able to generalize its result to all types of festivals since the study was limited only to the present oriented and tradition oriented festivals. Especially, the only subjects of this study were the festival that represents Korea and the best festival selected by the Ministry of Culture, Sports and Tourism, and the remaining best festivals could not be selected as the subjects of this study. The future study could be an useful information for festival planning if it further breaks down the festival type and select the remaining best festivals as the subject of the future study.
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