“Festival”, a new Saxifraga cultivar was released by the National Institute of Highland Agriculture (NIHA), in 2006. A crossing was made between “Bulzihoa” with red purple (RPN57C) petals and “Hongkyo” with red purple (RPN57C) petals in 2002. The selection and flower characteristics of “Festival” were investigated from 2003 to 2006 in greenhouse. The first flowering time of “Festival” is 19th of September, period of flowering is 36 days and number of flowers per plant was 119.9. The flower color shows a red purple group (RP63C) and number of petals was 7.1. Flower width is 3.5 cm and flower length is 3.6 cm. It can be used for pot flower. 50% shading treatment is a good cultural practice against direct sunlight and soft rot disease occurs usually by over-irrigation.

The purpose of this study was to investigate visitors` satisfaction of Jangsung Bakyang Maple Festival Programs and to provide suggestions for the festival program planners. This study surveyed 260 visitors and 15 were deleted due to they did not responded some questionnaires. So 245 questionnaires were selected for this study. The results of this study were as follows. First, it was found that Maple Forest Street Performance’was the most satisfied program from visitors.‘ On Stage Performance Program’was secondly satisfied program and Exhibition of Maple Postcard was chosen as third favorite program. Second, Natural Soil Dyeing, ‘Maple Wooden Pressure Experience', ‘Press Flower Experiencing was the less favorite three programs among eight programs. To increase visitors` satisfaction, following are suggested. First, many visitors came to the festival with their family, more family oriented programs should be developed.Second, itis necessary to establish small scale performance place to increase quality of 'Maple Forest Street Performance'. The limitation of this study is this study investigated eight programs of this festival. For the future study, it is necessary to investigate more programs of the festival and examine determinants factors of visitors` satisfaction and behavioral intentions.

The purpose of this study was to document a phenomenon of rural tourism in Korea by Investigating characteristics of 50 villages that had participated in a competition of 'stimulation of rural village' The results are as follows: 1) The degrees of activation of rural tourism varied according to marketing efforts made by individual provincial(local) government. The results of contest indicated that provinces such as Gangwon-do, Chungnam-do, and Gyunggi-do showed highest performance among other competing local governments; 2) The results revealed that the total profit generated from direct sale of farm products outnumbered profits gained from sales of lodging and foods. This indicated that there is a room for improvement with respect to boosting more sales on lodging and food; 3) The regression analysis indicated a significant relationship between profits earned from sales of experiential tourism product and those from direct sale of farm products(multi-correlation coefficient: 0.38); 4) It was identified that Gyunggi and Ganwon provinces were ranked first in sales of foods and those of lodging, respectively; 5) Finally, it was showed that among the 50 participating villages, only 16 ones hold festivals by means of attracting tourists from outside.

본 연구는 소나무라는 식물의 부산물인 송이버섯을 주제로 축제화한 제8회 봉화송이축제의 방문객만족에 관한 연구이다. 식물을 활용한 축제연구의 선행연구와는 달리 방문객의 만족을 식물을 활용한 관광 형태 중의 하나인 생태관광 관점에서 연구 한 것에서 본 연구는 차별성을 갖는다. 본 연구를 통해 식물 활용축제에 대한 방문객들의 축제 관광프로그램 만족도, 환경보전에 대한 인식 그리고 식물활용 축제의 지역에 대한 경제적 편익에 대해 알아보았다. 연구결과는 다음과 같다. 첫째, 봉화송이축제의 관광프로그램 중 방문자들은 송이채취 체험에 대해 송이를 활용한 음식 만들기 등 의 프로그램들 보다 더욱 만족한 것으로 밝혀졌다( 평균5.35/7점 척도). 한편 체험 참가자들은 채취하는 송이의 수가 증가되기를 바라는 것으로 밝혀졌다. 둘째, 송이축제 방문으로 방문자들은 환경보전의 중요성을 느껴 봉화 송이축제가 교육적 축제임이 밝혀졌다. 다음으로, 축제 방문객으로 인한 지역의 경제적 기여 분석에서 방문자들은 송이와 농산물 구매 그리고 식음료 구매로 인한 비용이 숙박 등에 비해 높은 것으로 나타났다. 본 연구 결과, 축제 기획자들은 가족 중심의 관광프로그램 다양화와 지역의 독특하고 상품성 높은 농산물 생산 등에 대한 축제 기획이 요구된다. 추후 연구에서는 방문객들의 방문동기, 방문객들의 방문 기대와 인지된 성과, 서비스 질 등에 관한 만족도 연구 가 행해져야 할 것이다.

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.

The purposes of this study were to investigate ecotourism goals which are providing educational tourism, generating environmental conservation, and residents’ economic benefits based on the 7th Muju Firefly festival. The sample was 243 visitors from August 23rd to 30th, 2003. The results were as follows: First, visitors showed high satisfaction for the educational tourism program. Experiencing educational "Mysterious Firefly Field Trips" contributed to the tourists` educational satisfaction. It was found that these experience programs were very popular. Second, residents` and domestic visitors` satisfaction was high with 5.50 on Likert 7 points concerning environmental conservation. Third, foreigners showed high satisfaction for visiting tourism sites and understanding regional culture in terms of understanding region and economic benefits. The average economic effect was decreased compared to 2002. So there should be more diverse strategy to increase economic effect. Also more festival related products, diverse and unique foods and beverages based on regional products should be developed.

The purposes of this study were to investigate visitors' environmental attitudes of educational tourism, environmental preservation, and regional economic benefits satisfaction through the Chunsuman Bay Birdwatching Festival. The results of this study were as follows: First, the degree of educational satisfaction was high and this festival provided environmental preservation mind for visitors and local residents as well. The festival participants had a positive attitude toward migratory birds. Especially, the residents who had negative perceptions toward migratory birds due to physical harms of agricultural crops was positively changed after visiting this festival. So there should be prepared for more strategic approaches for residents' visiting and participating this birdwatching festival. Second, while the number of tourists was increased, it did not make a practical contribution to residents' income Particularly, farmers' satisfaction was low. So there should be more strategic programs to improve residents' economic rewards for sustainable development.

This study proposes the following directions on the basis of results gained from a survey in Yamanasihyun Kawaguchikocho, where the herb festival is successfully held, in order to activate the local economy by herb. 1) The herb education for person in charge in the local authorities, the promoter of herb festival, has to be preceded and the local residents should try to understand what the herb is. 2) For a successful herb festival in the aspect of local economy and environmental conservation, detailed basic study and publicity including human -, natural environment, ecological conditions for herb should be peformed. 3) Herb event should have various programs and formats to arouse the user's interest and should be a place for environmental education.