Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of Perceived Attractiveness of Local Festival on the Esteem of Residents -Focusing on Dongnae Historical Festival-

지역축제 매력성에 대한 지역주민 인식이 지역자긍심에 미치는 영향 -동래읍성역사축제를 중심으로-

  • Kim, Han-Joo (Dept. of Advertising & Public Relations, Silla University)
  • 김한주 (신라대학교 광고홍보학과)
  • Received : 2014.01.06
  • Accepted : 2014.02.20
  • Published : 2014.02.28
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Abstract

The purpose of this study was to examine the attractiveness of local festival on local esteem of residents through the residents' satisfaction toward the festival. The survey was undertaken for four days during October 11 to 14 of 2013 in Dongnae, Busan. Two hundred twenty-three respondents were selected and invited to participate in this study. Results found a significant relationship between local festival attractiveness and festival satisfaction. The study also indicated that local community residents' satisfaction toward the festival had a significant, positive relationship with the residents' local esteem. Among the attractiveness factors, it was revealed that novelty-seeking and entertainment were more powerful stimulators. Also, analysis indicated that program quality, uniqueness, and convenience were also important for attracting local residents toward the festival. Theoretical and practical implication were discussed.

본 연구는 지역축제의 성공적 개최 및 사회문화적 파급효과를 높이기 위해 동래읍성역사축제를 대상으로 지역주민들의 축제에 대한 매력성, 축제만족도 및 지역자긍심 간의 영향관계를 파악하는데 연구목적이 있다. 자료수집은 2013년 10월 11일부터 13일까지 동래읍성역사축제를 방문한 지역주민 223명을 대상으로 설문조사를 실시하였다. 분석결과, 지역축제의 매력성은 지역주민의 축제만족에 유의한 영향관계를 보였으며, 축제만족은 지역주민들의 지역자긍심에 유의한 영향을 미치는 것으로 나타났다. 축제의 매력성 중에서 지역축제의 신기성과 재미성이 강력한 영향력을 행사하며, 축제의 내용성, 독특성, 편의성 등이 모두 지역주민의 만족을 유인하는 강력한 수단이 될 수 있음을 확인하였다. 도출결과를 바탕으로 이론적 실무적 시사점들이 논의되었다.

Keywords

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