지역축제의 체험마케팅이 축제품질과 만족에 미치는 영향: 한·중 비교연구

Abstract

This study analyzed how experience factors affect the evaluation on the quality of the festival, the overall satisfaction and the post behavioral intention of the visitors, comparing Korean and Chinese visitors, according to Pine and Gilmore’s 4Es theory(1998). From the point of view of experience economy, experiences were divided into four factors of educational, escapist, entertaining and aesthetic experience, and it was examined how these four factors influenced the quality of the festival and how the festival quality felt by the visitors affects the participants’ satisfaction. To verify this theoretical analysis, a series of survey were conducted on office workers, college students and Chinese visitors who have experienced Y festival in Seoul, and the relation between the factors were analyzed using structural equation model. As a result, both Korean and Chinese visitors showed meaningful correlation in those three experience factors except for escapist experience, and the quality of the festival was also in positive relation to the overall satisfaction as well as the overall satisfaction to post behavioral intention of the participants. To sum up the comparative study on Korean and Chinese visitors, first, the quality of the festival did not have any influence on Chinese visitors in entertaining experience, unlike on Korean visitors. Second, the quality of the festival was in positive relation to the overall satisfaction for both Korean and Chinese visitors. This study has examined the relation between the quality of the festival and the overall satisfaction on the basis of 4Es experience factors, conducting the empirical analysis to search for the better way to manage regional festivals efficiently, therefore deducted the implication of how the cultural differences should be considered through the comparative study on Korean and Chinese visitors.