축제 이미지 선호도 차이분석에 관한 연구

Abstract

Recently, there are a number of festivals domestically and internationally, which resulted from various positive effects of a festival. Because most of the great festivals tend to help attract many tourists as a charming sightseeing(Getz, 1991), and to result in a higher income for the local residents and a good job creation for their economy. Especially, a festival plays an important role to promote a positive image of the region. This research is to shed some light on the way to the global film festival, verifying already-established evaluations on film festivals through the image analysis about PIFF(Pusan International Film Festival) as the successful film festival. In addition, this studied the preference of the PIFF participants more deeply by analyzing the characteristics of the population statistics and the participation patterns. So these findings are to offer the essential basic data to the organizations concerned or the steering committees which are operating the PIFF to help establish the marketing strategies for the tourists. This research included the following procedures. At first, I investigated the participation patterns and the characteristics of its population statistics by studying the information collected with the surveys by SPSS 12.0. Secondly, we analyzed the factors about the variables on 24 film festival images, and examined the image preference with the characteristics of the population statistics after carrying out the Correspondence Analysis based on abstracted film festival image factors. Thirdly, we searched the influence of the film festival images, using Multiple Regression Analysis; the independent variable is the film festival image and the dependent variables are its general satisfaction, the intention to recommendation and the intention to revisit. This study reached the following conclusions. First, this study shows that the main participants in PIFF proved to be 20s and 30s, based on the characteristics of the population statistics and participation patterns. So it is essential to exercise the public relations on the movies that the younger generation is likely to prefer on the internet. Second, the film festival images contain 5 factors - Convenience/Culture, Entertainment, Cultivation, Service, Information. With comparing the factors with the results of the Correspondence Analysis using the population statistics, it is proved that 20s, the first main target of film festivals, want to be offered the "Entertainment" such as various events, and 30s, the second main target of film festivals, think that "Cultivation" is very important in film festivals. Third, the results from different data analyses show that "Convenience/Culture" and "Entertainment" have a great effect on the general satisfaction, which suggests that a comfortable theater, the various convenient facilities or the cultural film festivals increase the participant's satisfaction. Moreover, a variety of enjoyable events makes people more pleased. Forth, "Convenience/ Culture", "Cultivation" and "Service" have a great influence on the intention to recommendation and the intention to revisit. In fact, it is more likely to make the participants recommend the festivals and revisit them to arrange the modern and pleasant convenience facilities, the new cultural experiences, the kind services and various amusement programs. In conclusion, these results emphasize again the importance of the infrastructure and the cultural events which can make participants revisit or recommend them for the people around. Therefore, the program development is highly needed for the successful film festivals, having people feel that they get and learn a lot of things through the festivals, including the establishment of the basic facilities, various events and the guidance to event participations, etc.