지역축제 선택속성과 방문객 애호도의 영향관계 분석: 중요도-만족도 변환지수를 중심으로

The importance-satisfaction index which was first developed by Brown, Raphael, and Renwick(1998), has been utilized by many researchers in evaluating the quality of life(QOL) local residents related to the development of tourism. This study, by way of utilizing a transformed index including importance and satisfaction degrees, had analyzed the degrees of satisfaction and loyalty of those who participated in local festivals held in Kyungsangbuk-do in 2009. After the practical analysis, we got the following results and suggestions. First, the satisfaction indexes of the five factors of local festival choice attributes are revealed in order of festival service(3.46), festival program(1.93), new cultural exchange(1.12), festival facilities(1.04), and price(0.34). Second, as a result of the factor analysis of the measurement variables for the loyalty of local festival visitors, two factors such as action loyalty and attitude loyalty were revealed with higher index in attitude loyalty(3.48) than in action loyalty(2.92). Third, the analysis of the influence-relation of the satisfaction to the loyalty in local festival choice attributes revealed that the factors of festival service, festival program, and new cultural exchange have significant influence on the attitude loyalty of local festival visitors and that the action loyalty was influenced directly only from attitude loyalty.