Evaluating Festival Programs : ‘Hi Seoul Festival’ in Korea

Abstract

This paper considers evaluation of the Hi Seoul Festival to improve the contribution of festivals and events to thetourism industry of Korea. Program evaluation provides feedback that contributes to the planning and improvementof individual events and to the pool of knowledge of the event industry (MacDonnell et al.,1999). Evaluating thevalue of the festival program attributes for visitors rather than economic impacts that have been calculated for costsand benefits by visitor spending. This study focuses more on the program itself and how it should be improved tosatisfy visitors and encourage re-visits to the city.