지역축제 활성화요인의 우선순위 및 상대적 중요도 분석: 함평나비축제를 중심으로

This study focuses that the research purposes to present the theoretical implications and political suggestions through the examination of the priority by analyzing the revitalization factors of the local festival. An author reviewed comprehensively the previous studies on the local festivals, and then examined the successful factors of the local festival. These previous studies were applied to the factors of the local festival on the basis of the theory of Analytic Hierarchy Process(AHP) by Saaty. The followings was derived from the local festival at Hampyeong Butterfly festival. First, the revitalization factors of the festival were identified directly by economic factor, local balanced factor, environmental factor and social-culture factor. Above all, this festival was strongly affected by economic factor. Second, the results of the research showed significant difference between public officers and visitors. Public officers perceived the benefit of the festival as the most important factor of the festival. On the other hand, visitors recognized the traffic conditions and industrialization of festival area. Third, this research showed that the revitalization factors of the festival were the originality of festival themes, the convenience facilities, the personal experience of programs, the variety of programs and the contribution of local economy. The analytic results of this study presented the theoretical implications and political suggestions of the local festival.