earticle

영어

The paper aims to provide a festival organizer with insights into areas for change and reorganization in future festival planning and for helping the festival to reach a more competitive position by investigating the gaps in the perception among festival stakeholders on the attributes affecting festival visitor satisfaction, and compares their perceived levels of importance and performance. To examine the gaps in stakeholder perception in more detail, Importance-Performance Analysis was employed to investigate the differences in the perspectives of the major festival stakeholders on the attributes affecting visitor satisfaction. The host organization, the festival visitors and the host community residents of a festival in Korea have been selected as the three major stakeholders, in order to compare their perceptions of attributes affecting festival visitor’s satisfaction. A total of 381 useful responses were collected, and the data were presented in the form of graphical IPA grids. Discrepancies were found among the festival stakeholders in terms of their perceptions of the studied attributes. The result shows significant perception differences in the meaningful quadrant of “Concentrate Here”, particularly in the comparatively isolated composition of the host organization from other stakeholder groups. These findings indicate that the host organization needs to understand the perceptions of festival visitors and host community residents in order to enhance their satisfaction level. The results of this study can contribute demand-oriented planning and operation of a festival by understanding festival visitor’s perceptions, and by doing so, can help the festival to reach a more competitive position.