지역축제 속성이 방문객 만족과 자발적 행동에 미치는 영향: 청송 사과축제를 중심으로

The purpose of this study is to examine the effects of local festival contents on festival visitors' satisfaction and voluntary performance. Two hundred thirty-nine visitors at Chungsong apple festival were selected and were invited to participate in this study. Structural Equation Modeling(SEM) with AMOS analysis highlighted the structural relationship between festival contents, visitors' satisfaction, and voluntary performance. Results from this study found that festival contents had a positive effect on visitors' satisfaction. Among festival contents, only festival programs had a strong effect on visitors' satisfaction. There was also a positive, significant relationship between visitors' satisfaction and voluntary performance. Additionally, SEM supported a positive relationship between festival contents, visitors' satisfaction, and voluntary performance. Future study could explore what determinants affect festival visitors' voluntary performance at other destinations so that tourism practitioners or local government agencies might aware of the diversity of the groups' experiences. Additionally, future study may need to focus on qualitative approaches to measure the relationship between festival visitors' satisfaction and voluntary performance.