This study was carried out to analyze the visitors’ program satisfaction, and to propose the direction of improvement in Korea Agriculture Exposition. The survey was conducted among 593 visitors during the exposition period from October 18 until October 27. Among visitors, female visitors were 19.4% more than male, the rate of 40s and 50s was high to 53.5%, farmers was most frequent to 26.5%, and residents in Gwangju and Jeonnam were the majority with 84%. The visitors with family as companion form were most frequent to 44.2%, the rate of first visiting was highest to 37.9% in number of visiting, and exposition held information was obtained most frequently to 49.9% by word of mouth. In survey of program contents, visitors preferred the subtropical garden the most among exhibition hall, and 65.9% of visitors were satisfied about guide. The rate of satisfaction was 71.6%, and 32.7% of visitors responded that it did not participate in experience program because there was no guide. In survey of satisfaction in agricultural products purchase, 73.9% of visitors purchased agricultural products, and 86.3% of purchaser were satisfied. The 65.1% of purchaser responded that they bought because of belief about agricultural products, and purchase amount between 10000 and 20000 won was the highest with 33.6%. On the other hand, 41.3% of visitors did not purchase because they do not need. The visitors’ overall satisfaction of in Korea Agriculture Exposition was high to 82.6%, and the most unsatisfactory part appeared to drinking water facilities and parking lot. In survey of development possibility of agriculture through Korea Agriculture Exposition, 86.2% of visitors were positive, and the rate of revisiting intention highly appeared to 80.4%.

본 연구는 제3회 신안튤립축제의 방문객 만족도와 행사 내용을 평가하기 위해 실시되었다. 축제기간인 2010년 4월 16일부터 25일까지 축제장을 방문한 전라남도 거주자 219명과 타지역 거주자 71명 등 총290명의 방문객을 대상으로 설문방식으로 조사하였다. 축제장까지의 교통 편리성에 대해 방문객들은 가장 만족했다고 평가해주었다. 풍차, 튤립공원, 튤립포장 등 축제시설에 있어서도 두 번째로 만족해했고. 안내원의 서비스도 대체적으로 만족도가 높았다. 휴게시설이나 화장실과 같은 편의시설에 대한 만족도는 각각 6.68과 6.36점으로 낮았으며, 축제상품의 다양성, 가격, 품질에 대한 평가에서도 각각 6.27, 6.19, 6.35점으로 나타나 만족도가 낮은 것으로 분석되었다. 특히. 축제음식의 다양성, 가격, 맛은 조사항목 23개 중 가장 낮은 접수를 받아 방문객틀이 가장 불만족해 하는 요인으로조사되었다. 방문객의 만족도를 높이고 재방문을 위해서는 새로운 양질의 축제 관련 음식을 개발하고, 지역 음식을 판매하는 부스를 설치할 필요가 있고, 다양한 축제 프로그램과 새로운 우수 품질의 축제 상품들을 개발하는 것이 요구되었다.