The purpose of this study was to investigate the relationships among recognition, preference, and purchasing characteristics for Changnyeong onions and garlic as well as festival satisfaction among participants at agricultural product festivals in the Changnyeong region. Results showed that festival satisfaction of ‘place of festival’ was highest while ‘convenience facility & event contents’ earned the lowest scores. Most subjects (90.5%) had purchased Changnyeong agricultural and processed products. A major purchasing type was fresh agricultural products (66.7%). The pathways to recognize Changnyeong agricultural products were mostly ‘promotion by related institutions’ (22.0%), ‘family · relatives’ (20.8%), ‘mass media’ (16.6%), and ‘festivals and events’ (16.1%). The most considered factors for purchasing regional products were ‘geographical origin’ and ‘ingredients’. Changnyeong onion showed higher scores for recognition and preference and rate of purchase experience and intention than for garlic. The correlation coefficients of recognition and preference for onion and galic were 0.603 (p<0.001) and 0.598 (p<0.001), respectively. The explanation power (R2) of related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (β) for ‘recognition’, ‘preference’ and ‘convenient facility & event contents’ were positive, whereas the regression coefficient for ‘price’ was negative. Recognition, preference, and convenient facility & event contents with garlic purchase showed a positive relationship (R2=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was ‘local festivals and events’ (27.8%).

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

The purpose of this study was to investigate the satisfaction on the Gwangju Kimchi Festival. The results of this study were as follows: In terms of satisfaction on 'pre event publicity of the Festival', the satisfaction of '03 was high. It was founded that Publicity through TV was successful. The visitors' satisfaction on understanding regional cultures was low. It was consecutively low for three years. There should be strategic development plans to increase satisfaction about understanding regional cultures. It was found that TV was the major pre event information resource for the residents. Also word of mouth was the most important pre event information resource for domestic tourists. The satisfaction on access to festival was increased consecutively. Providing free shuttle buses to the festival place and placing festival placard influenced positively. There should be expansion of service facilities. There should be more strengthening of festival information services and guiding facilities. More professional interpretation systems and interpretation education are necessary. Visitors satisfied about festival products and quality of the products. Visitors satisfied with festival events programs and hands on experience based programs including making diverse Kimchi.

The purpose of this study was to investigate how the operating system quality of Cheongwon Organic Festival, a local festival held in Cheongju, affects visitor satisfaction, and to also revitalize the Cheongwon Organic Life Festival through this study. 344 visitors of the Cheongwon Organic Life Festival were recruited to become participants of this study using a random sampling method. There were significant differences in the evaluation of the operating system quality at the Cheongwon Organic Life Festival depending on the visitors’ gender, age, education, household income, acquisition of information, purpose of visit, considerations of the purchase of festival goods, purchase of a pre-sales ticket, and residence.Different factors such as the visitors’ gender, age, education, household income, acquisition of information, purpose of visit, considerations while purchasing festival goods, and residence impacted the visitors’ satisfaction of their visit to the Cheongwon Organic Life Festival. It was found that there was a correlation between the operating system quality at Cheongwon Organic Life Festival and the visitors’ satisfaction. The operating system quality as a whole and the event programming showed the highest correlation with the visitors’ satisfaction.

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.

The purposes of this study were to investigate visitors' satisfaction and residents' benefits on Hansan Ramie Fabric Ecotourism Festival. The sample of this study was 232. The results of this study were as follows. First, tourists more satisfied with event interesting, variety, and experiences at this festival than residents. Second, It was found that tourists significantly satisfied with understanding of local cultures compared to residents. It was found that tourists spent more money than residents, and the festival contributed to local economy. This study examined only few festival event programs. For the future study, it is necessary to investigate more programs of the festival and examine the determinants factors of visitors' and residents' satisfaction.

본 연구는 생태보전과 지역민의 경제적 편익에 중점을 둔 생태관광형 축제 중의 하나인 봉화송이축제 방문객의 만족도를 조사하고 축제 프로그램의 만족도 향상을 위한 방안을 제시 하고자 하였다. 생태관광축제를 2년간 조사한 점에서 기존 연구와 차별성을 가진다. 본 연구를 위해 2005년 봉화송이축제 방문객 236명과 2006년 봉화 송이춘양목축제 방문객 238명을 대상으로 방문객 만족을 조사하였다. 조사방법으로는 설문조사와 인터뷰가 사용되었고, 설문조사는 2005년 9월 24일에서 27일 까지 그리고 2006년 9월 29일에서 10월 2일 까지 행해졌다. 본 연구의 결과는 다음과 같다. 첫째, 방문객들은 체험 프로그램인 송이채취프로그램에 대한 만족도가 다른 프로그램에 비해 매우 높았다. 더욱 많은 방문객들이 참가하기를 원하였다. 둘째, 방문객들은 보전 관련 프로그램인 반딧불이 일생에 대해 큰 흥미를 나타내었다. 생태보전에 대한 이해도 향상과 방문자 만족을 위해 질 높은 해설자의 필요성이 더욱 강조된다. 셋째, 프로그램과 관련된 지역민들의 편익에 있어, 방문객들은 축제를 통해 봉화가 송이의 특산지임을 다시 한번 느꼈고 지역 특산물인 송이를 구매한 것으로 밝혀졌다. 조선시대 왕궁 건축 건립에 사용된 봉화 춘양목의 가치에 대한 재인식, 춘양목을 활용한 전통 건축 퍼즐 만들기, 그리고 전통결혼식 등을 통해 지역문화도 이해하게 된 것으로 밝혀졌다.

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.

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.