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 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.