Local Participation, Festival Motivation, Satisfaction Level, and Support Level: Focusing on Yudalsan Mountain's Spring Festival

Zhong, Y. S. , & (2014). Local Participation, Festival Motivation, Satisfaction Level, and Support Level: Focusing on Yudalsan Mountain's Spring Festival. , 12(8), 103-112, https://doi.org/10.15722/jds.12.8.201408.103

copy

Abstract

Purpose- There have been local government systems sinceJune 1955. Many local governments have made use of festivalsfor regional public relations and the achievement ofcompetitiveness. This study analyzes effective components of local festivals. There has been extensive research in relation tovariables such as participation motivation, satisfaction level, recall intention, royalty, and recommend purpose. However, as avariable factor, attachment to the participation motivation of afestival has been overlooked along with support level to afestival. This study has added new variables named “attachmentto local society” and “support level,” which are dependentvariables. We will study the relationship of these two variables. Research design, data, and methodology- This study has devised a cause-and-effect relationship model, which deduces thatlocal residents’ participation motivation for the festival will havepositive influence on the festival support level and satisfactionlevel. We circulated questionnaires to local residents to get thedata required to prove the hypothesis. To analysis the data, weused SPSS 21.0, and accomplished basic analysis through theanalysis of frequency as well as descriptive statistical analysis. Further, we verified our measurement tools through reliabilityanalysis, and examined the research hypothesis through multipleregression analysis. Results - With regard to the festival satisfaction level, thevariables of local society attachment, festival attraction, escapingfrom the daily life, and family harmony have influence upon apositive effect (+) in this order. Among them, the variable of local society attachment has the greatest influence. However, inrespect of support level for the festival, only the variables of local society attachment and escaping from the daily life have avalid influence on the positive effect (+), and local society attachment has relatively greater influence. In addition, not onlydoes the festival satisfaction level affect the support level forthe festival in terms of positive effect, the influence is alsofar-reaching, which verifies the mediating effect. Conclusions- The result shows that the local residents’ satisfaction level with the Yudalsan Mountain Spring Flower Festivalis comparatively high, which is due to the local societyattachment. It also shows that it is difficult to create supportwithout local residents' attachment with their area. Consequently,this study insists that the Yudalsan Mountain Spring FlowerFestival should exceed its limitation as just a village-level party,in order to become a remarkable and outstanding festival, andsuggests three operational implications: macro-environmental development, task environment development, and internal operational environmental development. From the macro-environmentalperspective, the constant development of local culture and localbusiness is proposed. In the task environment perspective, anew functional development for the festival is proposed. Fromthe internal operational environmental perspective, improvementsin festival operation methods are proposed. If these weak pointsare addressed and resolved through a more detailed approach,it will be very helpful for local government systems to operatethe festival.

keywords: Local Festival, Motivation of Participation on Festival, The Festival Satisfaction Level, Support Level for the Festival.

Reference

Ahn, Dae-Hee, & Lee, Nak-Kyi (2009). Effects of Visitors'Motivation for Attending Festivals on Their Participation Flow and Satisfaction. Journal of Korea Contents Association, 9(2), 391-399.

Chae, Yea-Byeong, Kong, Youn-Joo, & Kim, Hyung-Sik (2011). The Study on Participation Motive of Regional Festival, Satisfaction, and the Loyalty: Focused on Hampyeong Butterfly Festival. Korea Journal of Tourism and Hospitality Research, 25(5), 161-176.

Cho, Joon-Sang (2013). A Study on the Effects of Perceived Value on Customer Satisfaction, and Repurchase Intention: among Traditional Markets Users in KOREA. Journal of Distribution Science, 11(10), 93-105.

Cho, Tae-Young, & Lee, Min-Soon (2009). Research on the Motive and Satisfaction of a Visitor to a Local Festival:Targeting the local residents and tourists to Geumsan Ginseng Festival. Journal of the Aviation Management Society of Korea, 7(2), 65-78.

Cho, Won-Seb, & Choi, Sang-Su (2010). Effect of Local Community to the Participation of Local Festival in Cheonan. Journal of Korea Contents Association, 11(3), 449-459.

Choi, Hae-Soo (2009). A Study on the Influence between Lifestyle, Motivation and Guest Satisfaction, Behavior Intention of Festival Participants: the Mediated Effect of Perceived Value. Korea Journal of Tourism Research, 24(3), 211-237.

Jang, Yang-Lae, & Kim, Hae-Young (2007). A Comparative Study of Local Festival Motivation, Satisfaction, Loyalty:The Case of Local residents and Visitors. Journal of The Korean Association of Regional Geographers, 13(6), 724-737.

Jeon, Chang-Seok (2013). A study of the influence of Motivation on the Revisitation. Journal of Tourism Enhancement, 1(1), 137-151.

Jeong, Mee-Kyung, & Ko, Ki-Sook (2011). The effect on characteristic of festival participation and community attachment influence upon their festival satisfaction and learning motivation stimulus. Journal of Lifelong Education, 17(4), 55-82.

10.

Jeong, Yu-Jun, & Lee, Joo-Hyeong (2013), The Effect of Benefits according to Types of Regional Tourism Brand's Development on the Supports for its Development:Focus on the Residents in Gangneung City. Korea Tourism Research Association, 27(4), 171-191.

11.

Jin, X. J., Choi, J. S., Roh, S. H., Jung, Y. P., & Lee, J. I (2013). The Effect of The Local Festival Participation Motives on Satisfaction and Revisiting Intention: In Case of Yeng-wol Danjong Cultural Festival. Journal of Agricultural, Life and Environmental Sciences, 25(1), 8-14.

12.

Kang, Young-Ae, Yoo, Kwang-Min, & Kim, Nam-Jo (2012). Influences of Residents' Place Attachment and Environmental Perception toward Ecotourism Cognitive Effects and Support. Journal of Tourism Studies, 24(4), 113-136.

13.

Kim, Byung-Won, & Lee, Jang-Joo (2006). The Comparison Analysis of Participation Motive In Local Festivals:Focused on Simcheong Festival at Gogseong and Baegryeon Festival at Muan. Journal of Tourism Sciences, 30(3), 135-160.

14.

Kim, Hong-Chul (2007). The Comparison Analysis of Participation Motive According to Local Festival Type:Focused on Industrial, Cultural, Integrating Type Festival. International Journal of Tourism Research, 4(3), 19-34.

15.

Kim, Si-Joong (2012). The Effect of Tourists' Participative Motivation of a Festival on Satisfaction and Behavior Intention: Case of Baekjae Cultural Festival. Journal of The Korean Association of Regional Geographers, 18(4), 433-444.

16.

Kim, Young-Suk (2013). The Influence of Festival Motivations on Satisfaction and Revisit Intention: Focus on Gwangju City in Gyenggi-do. Korea Journal of Tourism and Hospitality Research, 27(1), 189-202.

17.

Ko, Ho-Seok (2005). A Study on Market Segmentation on Gyeong-ju Silla Cultural Festival According to Participating Motivation & Benefit Sought. Korean Journal of Tourism Research, 20(2), 1-18.

18.

Ko, Seung-Ik (2008). Impact of Local Society Attachment on Residents' Effect Perception. the Journal of Business Education, 21, 531-550.

19.

Kwon, Jeam-Ok, & Park, Soo-Wan (2013). Usefulness of Providing for Festival Information through the Internet to Activate Participation of a Local Festival. Korean Journal of Hospitality Administration, 22(1), 213-232.

20.

Lee, Duk-Won, & Suh, Kwang-Yul (2011). Influence of Participation Motive and Selection Attributes for Hoengseong Hanu Festival. Korean Journal of Hospitality Administration, 20(1), 285-298.

21.

Lee, Jae-Rock, & Kim, Chan-Souk (2007). A Study on the Influences of Satisfaction and Effect of Rape Flower Festival. Journal of Marketing Studies, 15(4), 157-181.

22.

Lee, Jeong-Rock, & Woo, Youn-Sub (2003). Spatial Evolution and Characteristics of Cultural Tourism Festivals in Chonnam Province of Korea. Journal of The Korean Association of Regional Geographers, 9(3), 233-247.

23.

Park, Se-Beom, & Park, Jong-O (2013). Consumer Behavior. Seoul, Korea: Book Net, 539.

24.

Ryoo, Jeung-Ah (2008). Analysis of conflict between cultural value and economic effect in the local festivals. The Research of the Performance Art and Culture, 17, 135-160.

25.

Sea, Young-Hwan, Jo, Sun-Ha, Shin, Jin-Hwa, & Kim, Kong (2012). A Relationship among Local Inhabitant Recognition, Support, and Cooperation on Opening 2015Gwangju Summer U-Competition. The Korea Journal of Sports Science, 21(3), 57-73.

26.

Suh, Chul-Hyun, & Ko, Ho-Seok (2008). A Study on the effects of Participants Motivation on the Festival Attraction of Local Festival: Focused on 2007 Boseong Green Tea Festival & Hadong Wild Tea Cultural Festival. Korea Journal of Tourism Research, 22(4), 223-241.

27.

Suh-Hwi-Seok, & Lee, Dong-Gi (2000). A Study on the Effect of the Quality of Local Festival Service Components to the Satisfaction of Visitors: focusing on the Buan Sunset Festival. Korean Public Administration Quarterly, 12(3), 581-594.

28.

Sun, Zhong-Yuan, & Na, Seung-Hwa (2013). An Analysis of Purchase Behaviors of Department Store Users Based on Types of Preference for Luxury Brands. Journal of Distribution Science, 11(10), 5-15.

29.

Yang, Seung-Pi l(2012). A Study on the Relationships of Residents' Perceptions, Perceived Benefits, Development Supports and Intentions to Participate toward Eco-tourism Development. Korea Journal of Tourism Research, 27(2), 319-339

30.

Yoo, In-Pyong (2010). A Study on the participation motivation, satisfaction, and behavioral intentions of Local Festivals:focusing on the 6th Go-Chang Green barley Festival. Korean Journal of Tourism Research, 25(3), 337-352.

31.

Yoo, Ye-Kyoung, Park, Duk-Byeong, & Yoon, Yoo-Shik (2011). Local Festival Attendees' Satisfaction, Royalty and Support for Festival Development. Korean Journal of Hospitality Administration, 20(2), 175-189.

32.

Yoo, Seol-Min, Park, Chang-Kyu, & Lee, Choong-Ki (2013). A Study on the Relationships among Tourism Impact, Benefit, and Support toward the Yeosu Expo: Focusing on the Pre-and Post - Survey of Local Resident. Journal of Tourism Sciences, 37(9), 207-229.

33.

Yun, Ji-Hyun, & Lee, Hwan-Bong (2008). The impact of Community Attachment on the Residents' attitudes toward tourism development. Journal of Tourism Management Research, 12(2), 76-102.

바로가기메뉴

Article Contents

Vol.12 No.8

Local Participation, Festival Motivation, Satisfaction Level, and Support Level: Focusing on Yudalsan Mountain's Spring Festival

Abstract

Reference

The Journal of Distribution Science