지역축제 이미지가 방문객 행동의도에 미치는 영향에 대한 비교연구 -'보성 다향제'와 '하동 야생차문화축제'를 중심으로-

This paper was focused on evaluting the Boseong Green Tea Festival & Hadong Wild Tea Cultural Festival in the viewpoint of Visitors, and this paper was directed by emperical study analysing the questionnaire prepared by tourists visiting to the local festival.This study also examines any significant differences in image factors with respect to overall behavioral intentions using a multiple regression. For this end, image items were factor analyzed using the principal component method and varimax rotation procedure in order to delineate underlying dimensions of image associated with the Boseong Green Tea Festival & Hadong Wild Tea Cultural Festival, respectively.The results of the factor analysis show that 27 image items were classified as five dimensions for the Boseong Green Tea Festival & Hadong Wild Tea Cultural Festival. The results of the multiple regression analysis indicate that two of all image factors were statistically significant with overall revisit intension and recommendation. The results of the correspondence analysis also indicate that some image factors were related to demographic variables. The finding of this study will provide event and festival managers with useful implications in planning the effective event programs.