대중문화와 지역축제 : 대중문화 관심도, 대중문화 스타와의 준사회적 상호작용, 축제만족도, 재참가의도 그리고 타문화 이해도의 관계를 중심으로

This research aimed to verify how multi-culture orienting societies successfully host multi-culture themed festivals using popular culture, to understand the function of diversified opposite culture, and finally to attain integration of community. More specifically, relation of variables such as participants’ interest in popular culture, para-social interaction (PSI) with celebrity, festival satisfaction, re-participation intention and understanding of multi-culture were tested. A survey was administered to local residents in the Busan area participating in the Busan Chinatown Festival from Oct 19th to 21st, 2018 and a total of 234 questionnaires were analyzed by frequency of samples, validity test, reliability test and regression. Exploratory factor analysis identified that each of the variables were suitable models for the analysis by KMO and Bartlett’s test. Four hypotheses were tested. Interest ofpopular culture and PSI with celebrity significantly affected festival satisfaction (H1 and H2). Festival satisfaction also positively affected re-participation (H3) and understanding of multi-culture (H4), respectively. Therefore, all hypotheses were supported. This research is expected to guide festival practitioners insight on how to gain potential festival participants’ attention and how to secure understanding of opposite culture as a way of integrating local community residents in a multi-culture setting society.