지역축제와 귀농 · 귀촌의사증가 관계성에 대한 연구 - 평창군 지역축제를 중심으로 -

초록

This Local festivals can promote the overall social, cultural, environmental, economic and balanced development of the region by enhancing the regional image and expanding the sales of local specialties by attracting outside visitors. In addition, the experience of rural tourism is influenced as the factors of returning to rural areas for leisure and cultural life expectations. Local festivals are considered to be one of the important attractions for returning to farm. This study aims to analyze whether the local festival is likely to be used as a venue for promoting returning to villages.The empirical analysis showed that the intention of return to rural has increased partly thanks to their participation in the festival. First, the factors of intention on return to farming is related to the cognitive factors of facilities and transportation infrastructure in Pyeongchang. Second, the factors of importance on return to farming are related to the factors of festival satisfaction and facility awareness in Pyeongchang. What these findings suggest is that first, more consideration is needed to increase the satisfaction of festival participants. Second, an organization or institution in charge of return to rural shall actively publicize the local environment, local transportation, and local convenience facilities in places easily accessible to festival participants. The intention of Returning to farm villages are expected to increase further if local information are more specifically promoted to festival participants who are potential returnees through local festivals.Third, the central government's economic support policy for festival-related events and publicity will also be needed.

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