민화전시 관람동기가 만족도를 통해 행동의도에 미치는 영향

Prior studies on folk painting exhibitions have been conducted to study folk paintings as the current trends such as the historical value of folk paintings, a study on the meanings, and the way of using works. In particular, There is a need for studies on folk painting exhibitions as a folk painting exhibition industry, but studies on the empirical development plan of folk paintings have not been Implemented. Moreover, despite the fact that the relationship between satisfaction and behavioral intentions shows differences depending on industry, some of studies on culture and art are limited to the identification of relationship. For this reason, the purpose of this study is to verify the statistical significance of the mediation effect through bootstrapping in order to examine the effect of the folk painting exhibition visitors’ motivation on behavioral intentions. As a result of the empirical analysis, it turned out that the relationship motivation has the full mediation effect in the Word-Of-Mouth intention; In terms of revisit intentions, only escape motivation from daily life and competence motivation show the full mediation effect, and the intellectual motivation and the relationship motivation were found to have a partial mediation Effect. Therefore, this study was carried out to present not only the academic value of folk painting exhibitions but also the practical application plans, and to propose marketing plans of folk painting exhibitions as the cultural industry.