earticle

영어

The purpose of study is to verify role of celebrity music show, which are routinely included as one of festival programs in colleges. Media coverage and research have raised concerns about celebrity performances especially in college setting. Observing the attributes shared by festivals and entertainment and leverage effect of entertainment to enhance the festival, causal relations among variables were probed. Self-administered survey was conducted with 131 S college students in Busan who have recently participated in the festival. Results found that college music show selection attributes positively affect on music show satisfaction except for physical environment which revealed the show trait in college festival setting. Music show satisfaction, including music show behavior intention, had causal relationships with and festival behavior intention which suggests the possible guide of positive behavior such as staying in festival venue, experiencing festival programs and using auxiliary facilities based on sense of community originated from students and celebrity fandom. Moreover, this research suggested that celebrity show should be prepared in conjunction with all festival and practically defended controversial celebrity show in college setting.