earticle

영어

This study is to analyze the effect of satisfaction of art tourism on regional image. Therefore, this study focuses on Gwangju design biennale belongs to art tourism. The ultimate objective of the study is to find the improvement for Gwangju design biennale, and suggest the effective way to develop art tourism especially for the field of enjoying artwork and art exhibitions based on the empirical study. In order to achieve this purpose, the study limits Gwangju design biennale as art tourism, the subjects were selected the tourists who enjoy Gwangju design biennale. 250 questionnaires were distributed to the visitors on the site of the event, 227 valid copies were finally analyzed. In this study, SPSS 18.0 statistical package program were used for the empirical analysis such as descriptive statistical analysis, paired t-Test, Importance-Performance Analysis(IPA) and regression analysis. The results of this research are as follows; First, this study found through paired t-Test that the tourists perceived the staff service, such as kindness, is the most important attribute even that ahead artistic works are low rank. Second, the tourists’ satisfaction about the part of artistic works and the exhibition of interest is positioning high rank. Third, IPA for the biennale results showed that the parts of ‘event operation’ and ‘experienceability’ are positioning 3 quadrant ‘low priority’. Fourth, the satisfaction about the attributes of the biennale significantly affects on regional image. Fifth, there was little difference between ‘artistic image(4.78/7)’ and ‘futuristic image(4.79/7)’ that are regional image perceived by tourists who finished enjoying the biennale even though Gwangju already has artistic image by holding a Gwangju biennale periodically. This imply that art tourism can be used to create or enhance the regional image. Direction for art tourism development stemming from the empirical findings were discussed as well.