논문 상세보기
pp.55-66
본 연구는 축제만족도 및 이용행태를 분석함으로써 향후 허브축제의 계획 및 프로그램 구상을 위한 기초자료를 제공하기 위하여 2010년 허브축제 방문객을 대상으로 진행되었다.2010년 남원허브축제는 운봉읍 용산리 일원에서 개최되었으며 허브홍보, 판매, 전시관 및 체험프로그램이 운영되었으며인근의 경관농업지구와 연계하여 다양한 볼거리를 제공하였다.지인을 통한 홍보효과가 높게 나타났으며 연령별로 축제개최 인지방법이 달랐다. 방문객의 절반가량이 축제를 목적으로방문하였으며 바래봉 철쭉 감상을 목적으로 방문한 경우도 상당한 비율을 차지하였다.방문객은 축제 전반에 대하여 보통보다 약간 높은 만족도로 평가하였다. 행사내용, 서비스, 안내팜플렛, 볼거리,체험거리, 안내시설을 독립변수로 하는 다중회귀분석을 실시하여 방문객의 만족도에 영향을 미치는 효과적인
This study explored the analysis of visitor satisfaction and use behavior in regional festivals. Data were obtained from visitors who participated in Namwon Herb Festival 2010. Namwon Herb Festival 2010 was held in yongsanri, unbongup. Festival had herb exhibition, herb promotion, herb sale and experience program. Visitors to the festival was discovered by acguaintance on and how to recognize the festival were different by age. Nearly half of visitors were visiting for the purpose of this festival and significant proportion of respondents were visited to view the Baraebong azaleas. Visitors to the satisfaction of the festival is slightly higher than the intermediate level. From a relationship analysis in order to draw visitor's satisfaction, by using the method of multi-regression analysis with the six factors as independent variables, and comprehensive satisfaction as subordinate variables, ‘festival program’ were proved to be the most effective factor to visitor's satisfaction, followed by ‘information services’, ‘pamphlet’, ‘something interesting to watch’, ‘experiential contents’, ‘information facilities’. Therefore, in order to enhance visitor's comprehensive satisfaction, feedback on festival program should be required continuously.
