The purposes of this research were to investigate Bongwha Pine Mushroom Festival visitors` satisfaction based on marketing mix which are products, price, place, and promotion(4ps) and services.
The results of this research were as follows.
First, providing more opportunity of taking mushrooms, placing of guides, and development of diverse foods to increase satisfaction of festival program
Second, providing discount of festival products and development of low price foods based on the region products are necessary to increase visitors` satisfaction on price.
Third, placing traffic signals are a must for festival visitors.
Fourth, it was found that TV, word of mouth, internet were the most three effective medias. There should be more investment on the medias. Providing cooking manuals for making pine mushroom foods are necessary, too.
Fifth, uniformed clothes for guides and making more relaxation places are recommended for visitors` satisfaction. The increasing and placing of more restrooms are important for visitors. The limitation of this study was this study investigated visitors` satisfaction based on marketing 4Ps and service. There should be more satisfaction researches through diverse factors not only investigating the relationship between determinant factors of festival visitors` satisfaction and behavioral intentions but also the relationship between motivation and visitors` satisfaction.

ABSTRACT
  Ⅰ. 서론
  Ⅱ. 연구목적 및 방법
  Ⅲ. 연구 결과
  Ⅳ. 결론
  Ⅴ. 인용 문헌

• 정강환(배재대학교 관광문화대학교 교수) | Jeong Gang-Hoan
• 노용호(대경대학교수 마케팅전공) | Roh Yonh-ho 교신저자
• 조현구(동아대학교 원예학과 박사과정) | Cho Hyun-gu