국제영화제 참가자의 태도와 행동특성

Abstract

Film festival is going to be a major event for film maniacs and general tourists. This study examined the participant's attitudes and behavioral characteristics in international film festival. In classification of participants, the maniacs are the most specialized group, repeat buyers are less specialized and the generals are the least specialized. Among those three groups, the maniacs are the most positive in a cognitive attitude which is from the output of the long period of learning. Therefore, in the short run, the film festival planner should focus on the maniac group as a target market. In the long run, the film festival planner need to consider repeat buyer's and the general's level of attitude to film festivals. This study indicates that as the level of specialization becomes higher, the more participants come with internet-club members or alone. The frequency of participating the international film festival and watching movie were also became higher when the level of specialization becomes higher. Film festival participation hits and watching movie hits also get higher when the level of specialization becomes higher. On the contrary, as the level of specialization goes down, the participants come with friends or families.