This study aims to evaluate a festival and the importance of the festival components. By comparison, what kinds of acts should be taken in order to rejuvenate agricultural areas are found. This study also aims to investigate the relationship between festival participants' demographic characteristics...
This study aims to evaluate a festival and the importance of the festival components. By comparison, what kinds of acts should be taken in order to rejuvenate agricultural areas are found. This study also aims to investigate the relationship between festival participants' demographic characteristics and the festival evaluation and between festival participants' behaviour and the festival evaluation. Drawing on a literature review, pilot study and main investigation, this study designed a questionnaire and the survey was carried out for participants who visited Gim-cheon Plum and Grape Festival from Oct 5 to 12, 2015. Total 294 valid data sets were collected by random sampling. The obtained data was analysed by frequency analysis, reliability analysis, a paired-difference test and cross-table analysis. The results and the implications of this study are as follows. Firstly, the participants gave the highest scores to 'experience in the festival is valuable', 'there are a lot of foods', and 'there are factors promoting the area'. On the other hand, the lowest scores were given to 'the atmosphere was very different from other areas', 'the car park was satisfactory', and 'using toilet was convenient'. Secondly, as a result of comparing the score of evaluating the festival with the importance score of the festival, it was found that all 16 factors of festival were minus, in other words, the overall performance of the festival was not achieved, in particular, 'the differentiation of the atmosphere', 'the quality of the products and the reasonable price', 'various products', 'spacious parking space, 'various sightseeing', 'various playful activities', and 'the convenience of using toilet'. Thirdly, the types of residence area and the duration of spending time at the festival site are closely related to how participants evaluate the festival, whether the evaluation is positive or negative. Therefore, in order to rejuvenate the agricultural areas through a festival, the festival organizers should regard differentiating the festival atmosphere and programs as the most significant priority.
This study aims to evaluate a festival and the importance of the festival components. By comparison, what kinds of acts should be taken in order to rejuvenate agricultural areas are found. This study also aims to investigate the relationship between festival participants' demographic characteristics and the festival evaluation and between festival participants' behaviour and the festival evaluation. Drawing on a literature review, pilot study and main investigation, this study designed a questionnaire and the survey was carried out for participants who visited Gim-cheon Plum and Grape Festival from Oct 5 to 12, 2015. Total 294 valid data sets were collected by random sampling. The obtained data was analysed by frequency analysis, reliability analysis, a paired-difference test and cross-table analysis. The results and the implications of this study are as follows. Firstly, the participants gave the highest scores to 'experience in the festival is valuable', 'there are a lot of foods', and 'there are factors promoting the area'. On the other hand, the lowest scores were given to 'the atmosphere was very different from other areas', 'the car park was satisfactory', and 'using toilet was convenient'. Secondly, as a result of comparing the score of evaluating the festival with the importance score of the festival, it was found that all 16 factors of festival were minus, in other words, the overall performance of the festival was not achieved, in particular, 'the differentiation of the atmosphere', 'the quality of the products and the reasonable price', 'various products', 'spacious parking space, 'various sightseeing', 'various playful activities', and 'the convenience of using toilet'. Thirdly, the types of residence area and the duration of spending time at the festival site are closely related to how participants evaluate the festival, whether the evaluation is positive or negative. Therefore, in order to rejuvenate the agricultural areas through a festival, the festival organizers should regard differentiating the festival atmosphere and programs as the most significant priority.
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