관광객의 지역축제 참여 활성화를 위한 인터넷 축제정보 제공의 유용성에 관한 연구

This study explored usefulness of providing for festival information through the internet to activate participation on a local festival. Data were collected by 453 tourists who visited to local festivals from September 4 through October 28, 2010. To analyze the data, such statistical tests as exploratory factor analysis, reliability test, descriptive statistics, confirmatory factory analysis, and covariance structure modeling were utilized. Results from this study indicated that useful information about a local festival on internet was significantly positively related to tourists'satisfaction and belief in the festival, but insignificantly influenced on their attitude. Tourists' satisfaction for a local festival substantially affected both factors, their beliefs in and attitudes toward the local festival. The result also revealed that the higher belief, the more positive attitude toward a local festival tourists have, and that the more positive attitude, the higher participational intention on a local festival tourists have. These findings suggested that through the operation of an effective web-site, practical and useful festival information should be provided to tourists that reflect to make them revisit and recommend to friends and families. To do so, the web-site should be developed in usable and utility, not the visual design, to assist tourists in finding all informations, which they need to attend the festival. A clear and productive information for the festival should also set up in the web-site in order to avoid tourists not go over again to check details. By taking these factors, the development of a well performing and informative web-site could be a powerful marketing tool that would keep a local festival in success.