지역축제 참가자의 지역특산물 구매행동 －제주 들불축제를 중심으로－

Abstract

Considering a special product of the local festival, it is very important to increase positive economic effect. The purpose of this study is to investigate purchase behavior of local special products in a local festival. This study examined Jeju Fire Festival which is the most popular festival in Jeju Special-governing Province, Korea. Results showed there were significant differences between festival participants who purchased local products and those did not. Older or planed buyers tend to purchase more local products in a local festival. Furthermore, brand awareness of local products was also one of the important factors explaining purchase behavior in a local festival. However, festival satisfaction and loyalty were not important indicators accounting for purchase behavior of local products.