• Journal of Environmental Impact Assessment
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• v.23 no.5
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• pp.337-352
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• 2014

The main purposes of this study are to find the causality among residents' loyalty to an environmental festival and its influential factors and, based upon the findings, to explore environmental festivals' developmental vision with special reference to Hampyung Butterfly Festival. Under these aims, this study applies structural equation modeling(SEM). The structural model for SEM analysis is composed of four independent variables which consist of residents' attachment(RA) to their region where its own environmental festival is provided, residents' participational intention(RP) to the festival, the economic effects(EE) of the festival, and the communication(CM) between the residents and the festival providers, one intermediate variable, residents' satisfaction(RS) from the festival, and one final dependent variable, residents' loyalty(RL) to the festival. The causality among these variables is hypothesized as follows; Among the independent variables, RP, EE, and CM have effects only on RS and RA has an effect on both RS and RL. And RS has an effect on RL. The facts found from the SEM are summed up as follows; First, (1) RP and CM turn out to have statistically significant effects on RS, (2) RA is confirmed to have a statistically very significant effect on both RS and RL, and (3) RS is also proved to show a statistically very significant effect on RL. Second, the total effects on RL of independent variables are stronger in the order of RA, CM, and RP. Third, EE seems to have no effect on RS, consequently no effect on RL, either. The reason why EE has no effect looks like to be due to environmental festivals' peculiar features. These findings offer the following suggestions for the future of environmental festivals in the part of festival providers. Firstly, to be successful in the festival, they have to provoke RL above all. Second, to do so, they need to encourage RA, CM, and RP in the mentioned order in the long run. Third, but for a short period, they had better concentrate upon promoting RS.

• Industry Promotion Research
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• v.2 no.1
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• pp.77-83
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• 2017

The purpose of this study is to analyze the effect of sustainability of festival in Gangwon province on satisfaction. A total of 243 questionnaires were analyzed for the tourists participating in the Gangwon - do area festival. Using SPSS Statistics 20, we conducted frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, and ANOVA (Variance Analysis of Variance among Respondents). The results of this study are as follows. First, the satisfaction of the local festival persistence in Gangwondo area festival was found to be higher when the service satisfaction, program satisfaction, and red general satisfaction were higher in the regional festival sustainability. And it was analyzed to have a statistically significant effect. Second, there was no statistically significant effect of participating motivation on the program festival. Third, the correlation between the persistence of local festivals and the satisfaction of the local specialties was higher in R = .812, and the t value was 21.569 (p = .000) Respectively. The purpose of this study was to examine the effect of personal factors on regional festival tourists' satisfaction with regional festival sustainability and participatory motivation for service satisfaction, program satisfaction, There is a significance of research.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.537-549
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• 2015

The purpose of this study is to analyze the characteristics of two local festivals, already recognized as a successful regional cultural festival, over a period of time to apply the product life cycle theory. As a result of the analysis of the two festivals, in introduction stage, the festival organizers have focused mainly on settling down the festival's core programs and raising awareness on the subject of the festival for the stimulation for basic demands. Second, for maintaining increasing demands, the qualitative improvement of the core program, the development of new programs and the expansion of the programs for the visitors' convenience and safety were focused on. In addition, strategies for promoting awareness of the festival had modified the strategy to promote on the contents and programs of the festival, as well as public relations strategy, not only domestic but also the foreign countries, was established and fulfilled. Lastly, in maturity stage, to overcome declining the number of visitors and economic effect both festivals have showed providing sophisticated programs for the visitors' convenience and safety, improving service quality through the development of the existing programs, providing economic benefits such as admission cuts or giving gift certificates and expanding number of foreign visitors with strengthening the promotion that was implemented in growth stage and enhancing the better image of the festival through the social contribution. Therefore, strategies for the each stage mentioned above present the significant policy implications for festival organizers who were planning to establish a new festival or implementing a festival with experiencing the tepid growth.

• Journal of Digital Convergence
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• v.19 no.11
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• pp.425-438
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• 2021

The purpose of this study is to analyze local cultural festivals hosted contact-free in the corona era and to suggest the direction for sustainable festivals in the post-corona era. To this end, by analyzing the cases of well-known festivals held contact-free in 2020 and 2021, we tried to get implications for the festivals in the post-corona era from there. As a result of this study, contact-free festivals had the following characteristics. First, the on-tact method, which produces and transmits a video or allows interaction through real-time participation, was prominent. Second, in order to compensate for the shortcomings of the contact-free method, various efforts have been made to enable on-tact experience by making and delivering experience kits in the case of experiential elements of the festival in advance. Third, communication was secured through real-time comments, and fourth, products were sold through the Internet and live commerce channels, and a certain effect was obtained. In particular, in the case of online festivals, there is a problem of loss of the sense of place of the festival, but there are cases of online festivals with more participation than offline festivals. It is judged that the problem of how to achieve this will become a reference material for the future development of contact-free festival contents.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.482-494
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• 2015

The purpose of this study was to investigate a total of 800 visitors of those who had enjoyed "2013 Cheonan Heung-taryeong dance Festival". In order to achieve the research goal, the study conducted the questionnaire in the venue of the festival and selected the research subjects at random. With certain standards to measure the social quality, the process quality and the physical quality as in the service quality determined, the study looked into how each of the extracted factors would influence the service quality in general. The study also discussed effects of the general service quality both on the satisfaction and the re-visit intention of the festival visitors. According to the results from the analysis, 1) the social quality factors (the cultural effect and the image effect), 2) the process quality factors (the visitor-focused service and the food and souvenir), 3) the physical quality factors (the convenience in connection with the visitors' enjoying the festival and the facility arrangement) and 4) the general service quality of the festival were confirmed to affect the visitors' satisfaction. 5) The study also learned that how much the visitors of the festival have been satisfied with the event would have an effect on the visitors' intention to re-visit. After all, the study came up with every statistically significant difference in relation to the effects of the service quality on the satisfaction and the re-visit intention of the visitors in the festival.

• Journal of the Korean Data and Information Science Society
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• v.21 no.3
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• pp.437-446
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• 2010

This paper is to analyze the relationships among the service quality of regional festival, revisiting the festival, which is a customer loyalty, and orally transmitted effect in Jeonju International Film Festival (JIFF), which is a regional festival. It is significant in that the satisfaction of service quality effects on the overall satisfaction in the film festival Major factors for film festival service quality such as facility convienence, souvuior, program, PR, information and accessbility is significant in the statistics. It is estimated that overall satisfaction for service quality and royality affect each other positively.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.258-267
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• 2018

This study attempted to do a research on whether local festivals contributed to local economic vitalization in an empirical aspect focusing on Almedalen's case of Sweden has not been discussed in Korea. For this, by analyzing Gotland's sociocultural and economic aspects into 3 steps and evaluating them, the study tried to derive policy implications for benchmarking Almedalen in Korea in the future. As a result of analyzing the economic effect of Almedalen in Sweden into 3 steps, it was shown that in the analysis of resources in Step 1, Almedalen positively affected tourist allurement based on Gotland's beautiful natural landscape. In the evaluation of operation in Step 2, according to the result of examining an increase in population and stabilization with a valuation index related to the activation of local economy, Gotland was steadily seeing a new inflow of population, due to which it can be confirmed that local income increases as various jobs are being created. Finally, as a result of examining the improvement in local image in Step 3, it was shown that as diverse members from all walks of life participated in Gotland's festival, external communication became flexible and the opportunity of social participation increased, which positively affected local image. Based on the study results, the policy implications for benchmarking Almedalen, Sweden's local festival, are as follows: First, selecting an appropriate place for attracting the participation of various people is needed. Second, local festivals should be places for communication to exchange opinions, not specific institute-oriented unilateral provision of information. Third, while advancing local festivals for nonprofit, the efforts to make positive changes in local image are needed.

• The Journal of the Korea Contents Association
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• v.8 no.12
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• pp.168-175
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• 2008

As the travel industry grows and becomes increasingly more competitive, municipal governments have undertaken great efforts to maximize limited resources and develop their local economies by initiating and developing cultural festivals. Such festivals and events have become an efficient mechanism to enhance their image, increase tourism, and ultimately, stimulate their economy. However, marketing efforts to scale globally typically falter due to various factors: lack of originality, poor quality of contents, and a scarcity of competitive power. Hence, I wish to propose a model for developing cultural semiology and visual literacy, with storytelling utilized as a means of strategically illustrating local cultural festival contents. Subsequently, it is expected that such a model can underpin the importance of developing coherent edutainment content while illustrating the true meaning/value of local festivals.

• Culinary science and hospitality research
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• v.22 no.2
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• pp.189-205
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• 2016

The purpose of this study is to examine the effect of experiential elements on visitors' satisfactions, brand attitude, and revisit intention and to suggest the marketing strategy for differentiated festival experiences by validating the mediating effect of brand attitude and visitors' satisfaction among constructs. Collected data were analyzed by using SPSS 22.0 and AMOS 22.0. The results from the data analysis are as follows. First, among experiential elements, the effect of three elements (feel, think, and act) on visitors' satisfaction was significant. Second, feel showed significant effect on brand attitude. Third, think and act showed significant effect on revisit intention. Fourth, visitors' satisfaction showed significant effect on brand attitude. Fifth, visitors' satisfaction and brand attitude showed direct effect on revisit intention and also indicated the mediating effect between experiential elements and revisit intention.

• Korea Science and Art Forum
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• v.31
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• pp.21-32
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• 2017

Local festivals form the regional cultures and atmosphere of communication; they increase the demand of domestic tourism businesses and thus, have an important role in ripple effects (e.g. regional image improvement, tourist influx, job creation, regional contents development, and local product sales) and economic revitalization. IoT (Internet of Thing) technologies have been developed especially, beacon-one of the IoT services has been applied as plenty of types and forms both domestically and internationally. However, notwithstanding expansion of current digital mobile technologies, it still remains as difficult for the individual to track the information about all the local festivals and to fulfill the tourists' needs of enjoying festivals given the weak strategic approaches and advertisement activities. Furthermore, current festival-related mobile applications don't function well as delivering information and have numerous contents issues (e.g. ways of information delivery within the festival places, independent application usage for each festival, one time usage due to one time event). This research, based on the background mentioned above, aims to develop the local festival mobile application and data analysis system applying beacon technology. First of all, three algorithms were developed, namely, 'festival crowding algorithm', 'visitor stats algorithm', and 'customized information algorithm', and then beta test was followed with the developed application and data analysis system. As a result, they could form the database of visitors' types and behaviors, and provide functions and services, such as personalized information, waiting time for festival contents, and 'hot place' function. Besides, in Google Play store, they also got the titles given with more than 13,000 downloads within first three months and as the most exposed application related with festivals; and, thus, got credited with their marketability and excellence. This research follows this order: chapter 2 shows the literature review of local festival related with technology development, beacon service, and festival application. In Chapter 3, design plans and conditions are described of developing local festival mobile application and data analysis system with beacon. Chapter 4 evaluates the results of the beta performance test to verify applicability of the developed application and data analysis system, and lastly, chapter 5 explains the conclusion and suggests the future research.