본 연구는 축제에서 체험요소와 참여자 애호행동 간의 관계에 대하여 참여자감정형성의 역할에 초점을 맞추어 수행되었다. 이들의 관계를 위해 먼저 축제에서의 체험요소들이 참여자 감정반응에 어떠한 영향을 미치는지를 살펴보고, 참여자 감정반응이 참여자 애호행동에 미치는 영향을 알아보았다. 이를 위해 실제 축제에 참여한 응답자들을 대상으로 실증분석을 실시하였다. 분석결과, 축제에서 체험은 매우 중요한 요소로써, 축제참여자의 감정형성에도 매우 큰 영향을 미치는 것으로 나타났는데, 특히 인지적 체험과 행동적 체험이 주요 결정요인임을 알 수 있었다. 또한 직접적인 체험을 통해 형성된 축제참여자의 감정이 축제의 참여자애호도에도 긍정적 영향을 미치는 것으로 확인되었다. 이러한 결과는 축제참여자들이 다양한 체험활동을 통해 축제에서 느끼는 감정을 극대화시키고 이를 통하여 재방문 및 구전효과에도 중요한 역할을 할 수 있도록 신비한 볼거리 및 독특한 체험프로그램의 개발과 다양한 체험의 기회를 제공할 필요성이 있음을 시사해주고 있다.

This research brought the role of the participant's affection made into focus to a relation between the experiential factor and the participant loyalty by a festival. What kind of influence experiential factors by a festival have on a participant's affective response first for these relations was examined. And, the impact of participant's affective response exerts on participant loyalty behavior was checked. It was analyzed positively targeted for the respondents and others who participated in a festival real for this. The empirical results showed that an experience as a very important factor had a powerful influence on participant's affection formation. Particularly, it was possible to find out that a recognizing experience and an active experience are main deciding factors. Affection of the festival participant formed through a direct experience also had a positive influence on participant loyalty. Such result makes them maximize the participant's affection by a festival through various experience activity. Therefore, we suggest that there is a need to develop a mysterious sightseeing and a unique experience in Festival. In addition, various experiences enhanced a revisit and word-of-mouth effect through this.

This research brought the role of the participant's affection made into focus to a relation between the experiential factor and the participant loyalty by a festival. What kind of influence experiential factors by a festival have on a participant's affective response first for these relations was examined. And, the impact of participant's affective response exerts on participant loyalty behavior was checked. It was analyzed positively targeted for the respondents and others who participated in a festival real for this. The empirical results showed that an experience as a very important factor had a powerful influence on participant's affection formation. Particularly, it was possible to find out that a recognizing experience and an active experience are main deciding factors. Affection of the festival participant formed through a direct experience also had a positive influence on participant loyalty. Such result makes them maximize the participant's affection by a festival through various experience activity. Therefore, we suggest that there is a need to develop a mysterious sightseeing and a unique experience in Festival. In addition, various experiences enhanced a revisit and word-of-mouth effect through this.

experiential factor of festival, participant's affective response, participant loyalty