| Abstract |
| Community-based festivals are playing critical roles as marketing and communication channels and sources of competitiveness for local governments. Accordingly, many different types of festivals are introduced and many research studies are being conducted. Contemporary studies have been focused on the investigation of phenomenon of the specific festival, therefore there is a need to develop systematic approaches to study festivals. To overcome the deficiency, the study classified the festival type and success factors. Based on this classification, the study empirically investigated the different types of festivals. The festival types are classified into 4 types; culture and arts festival, traditional culture festival, local product festival, and nature tourism festival. Success factors of festivals are classified into core factors (enjoyment and experience) and peripheral factors (surrounding landscape, courtesy, accomodation and food, and local products). The study utilized total 310 visitors of the Cheongju International Craft Biennale and the Kangnung Dano Festival. The results showed that the traditional culture festival is higher than the local product festival in core factors (enjoyment and experience), peripheral factors (courtesy, accomodation and food), intention to revisit, and intention to recommend. Overall, It was found that enjoyment and courtesy have the strongest effect on intention to revisit, and intention to recommend. We believe that the study will contribute to the development of theories in the field of city marketing and tourism, and provide guidelines for practice. |
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| Key Words |
| 지방축제, 축제유형, 유희성, 체험, 환대, 숙식, festival, festival type, enjoyment, experience, courtesy, accomodation and food |
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