earticle

영어

The purpose of this study is to find the role of entertainment such as celebrities’ concerts in college festival setting. College festival should be served as the means to gather students and to provide sense of belongings but it also has been criticized with commercialization and companies’ sponsorship, which are presumably incompatible with. Entertainment business has prevailing over industries, including local festival and event and has functioned as value-added mechanism such as gathering participant with their attention effect and celebrity’s endorsement. Survey was administered to the 195 college festival participants in S university campus in Busan. Results revealed that among selection attributes, celebrities concert and program significantly effected to satisfaction and also satisfaction to re-participation intention. Also founded that higher attached to school life group showed significantly different selection attributes such as celebrities concert and program. The managerial significance and limitation of research were included.