초록 열기/닫기 버튼
The purpose of this study is to examine the relation of the festival selection attributes through the place marketing of the local festival, Jinhae Gunhangje, which is one of the representative festivals in Changwon, Kyungnam and the influence of the festival selection attributes on the behavioral intention, which is overall satisfaction, intentions of revisit and intentions of recommendation. The survey was conducted for 10 days from April 1 to April 10 in 2013 by the visitors who visited Jinhae Gunhangje. The valid data were gathered from 421 questionnaires among 500 and analyzed by using SPSS 18.0. The results of this study can be summarized as follows. First, all of the festival selection attributes factors which are food, event contents, festival souvenirs, promotions, assistance and amenities were not significant on tourism and economic revitalization of the place marketing. Second, to the visitors who visited Jinhea Gungangje, improving image and using attractive things among the factors of the place marketing are significant on all the festival selection attributes factors which are food, events information, festival souvenirs, promotions, assistance and amenities. Finally, only food, event contents, promotions and assistance among the festival selection attributes factors were significant statistically on the behavioral intention, which is overall satisfaction, intentions of revisit and intentions of recommendation.
키워드열기/닫기 버튼
Local Festival, Place Marketing, Selection Attributes, Behavioral Intention
