지역축제의 사회적책임(DSR)이 재방문의도에 미치는 영향: 지각된 가치와 신뢰의 매개효과를 중심으로

This study empirically analyzes the impact of the social responsibility of local festivals on tourists’ perceived value, trust, and revisit intention. It further examines the mediating roles of perceived value and trust in this relationship. Additionally, the study investigates how the three components of destination social responsibility (DSR)—economic, social, and environmental responsibility—individually affect perceived value and trust. A survey was conducted targeting tourists who had previously attended local festivals, and 300 valid responses were analyzed. Using SPSS and AMOS, factor analysis, path analysis, and bootstrapping were performed to test mediation effects. The results showed that both social and environmental responsibility had a significant positive effect on perceived value and trust, whereas economic responsibility only significantly influenced trust. Moreover, both perceived value and trust had a significant positive impact on revisit intention, each partially mediating the relationship between DSR and revisit intention. This study provides empirical evidence that the social responsibility of local festivals can influence not only event performance but also tourists’ emotional responses and behavioral decision-making. The findings offer practical and academic implications for developing sustainable tourism strategies and managing local festivals effectively.