축제 일탈행동 척도개발

Abstract

The purpose of this study is to develop scale of measurement that can quantitatively measure deviant festival behavior (DFB). This study was carried out to derive the measurement items of DFB from twelve steps according to Churchill's (1979) recommended process. As a consequence of the analysis, the scale of DFB comprised three dimensions with 11-items, namely consumption DFB, physical DFB, and interactive DFB. As a result of confirmatory factor analysis of the scale, the goodness-of-fit index of 3 factors was found to be generally good, confirming the validity of the scale. The data supported the dimensional structure of the deviant festivalgoers' behavior as well as its internal consistency and validity such as content, face, construct, convergent and discriminant validity. This study contributed theoretically to the festival tourism research, which made the basis that it can be used as a scale by verifying the measurement variables and the dimensionality of DFB at festivals. In addition, understanding DFB can help festival practitioners to understand and prognosticate festivalgoers' behavior and their psychology so that they can plan and respond in advance when designing festivals.