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The purpose of this study is to examine festival visit motivation, satisfaction, loyalty the differences between festival local residents and visitors. Data were collected with a structures questionnaire at the Jun Nam Yeosu-city of Geobuksun of festival during 10$\sim$15 apr. 2007, 430 s...

The purpose of this study is to examine festival visit motivation, satisfaction, loyalty the differences between festival local residents and visitors. Data were collected with a structures questionnaire at the Jun Nam Yeosu-city of Geobuksun of festival during 10$\sim$15 apr. 2007, 430 sample were used for statistical analysis SPSS. Data analysis method were used to Crombach's $\alpha$, reliability, kaiser measurement sample adequacy, factor analysis, t-test, regression analysis. As the results of this research, first, festival visitor's motivation were composed of five factors: a new & escape, exciting & enjoy, socialization, family togetherness, local culture understand and satisfaction were composed of three factors: event program & service, convenience facilities, enjoy, shopping & food, transportation. And second, local residents were found satisfied with the interesting & enjoy. Otherwise, Visitors were satisfied with new & escape. And third, local residents of satisfaction factor were affected interesting & enjoy, Otherwise, visitors of satisfaction factor were affected interesting & enjoy, family togetherness. And fourth, local residents of event program & service factor were affected re-visit, Otherwise, visitors of satisfaction factor were affected event program, enjoy, transportation. The final local residents of event & service factor were affected recommend intension, Otherwise, visitors of event program & service, transportation were affected recommend intension. The result of this paper may help local festival planner and marketers for festival marketing strategy.

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