This study tried to find out if there is significant difference in the recognition of the attributes of evaluation and the influence of attributes of evaluation on intention of action depending on the venues of local festivals, and suggest considerations in selecting the venues of festivals. To this end, targeting Gwangju World Kimchi Festival, this study used the survey data collected from the festival held in Joong-oe Park in 2014 and the one held in Kimchi Town in 2015. The result of analysis showed that the attributes of evaluation were categorized into the contents of the event, announcement, amenities, and accessibility, which were scored higher in the festival held in Joong-oe Park in 2014 than in the one held in Kimchi Town in 2015. As for the influence of attributes of evaluation on the intention of action, the contents of the event and amenities for the group that visited Joong-oe Park in 2014, and the contents of the event and announcement for the group that visited Kimchi Town in 2015 had influential differences. Like this, the same festival had different contents and different recognition of visitors as they were held in different venues. Therefore, in the planning of a festival, the selection of venue in conjunction with various aspects of the festival will be more important than anything else.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 축제 장소 2. 지역축제 평가속성 3. 행동의도 Ⅲ. 연구설계 1. 연구 모형과 가설 2. 측정도구 및 분석방법 Ⅳ. 분석결과 1. 표본의 인구통계적 특성 2. 측정항목의 타당성 및 신뢰성 분석 3. 가설 검증 Ⅴ. 결론 참고문헌
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