earticle

영어

The study aims to explore attitude of cultural events that affect quality of life and to investigate if there are moderating effects of involvement in a relationship between attitude of cultural events and quality of life. Although many different cultural events such as department event, concert, music festival, and street performance are held in a city or region, the concept of cultural events’ attitudes have not been widely discussed. Understanding participants' attitudes of cultural events are crucial to develop more effective and appropriate contents and programs as well as strategic marketing for cultural events. It has also been generally believed that participation of cultural events enhance quality of life, but few study has been conducted. From the literature review, the measurement of cultural event attitude and quality of life were developed. The on-site survey was conducted and a total of 513 useful survey questionnaires were collected. The results showed that cultural event attitude affects quality of life. There are also some moderating effects of involvement in the relationship between the cultural events’ attitudes and quality of life. These results would be helpful for strategic planning of cultural events program.