방문동기를 활용한 축제 활성화 방안

초록

This article analyze participants’ motivation of Samcheok Jeongwol Daeboreum Festival, offering an information needed to establish marketing strategy. This study is to find out the participants’ motivation and examine its demographic and activity background. The data for this study were collected from a questionnaire survey of Samcheok Jeongwol Daeboreum Festival participants. The results are as follows. First, as participants’ motivation of Samcheok Jeongwol Daeboreum Festival “to experience culture and nature”, “to escape from routine life”, “novelty”, “socialization”, “family togetherness” and “amusement” were extracted. Second, it was found that the participants’ motivation of Samcheok Jeongwol Daeboreum Festival was varied according to demographic and activity characteristics.

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