농특산물 활용 지역 축제 ESG 활동 체험이 긍정적 이미지, 재방문 및 주관적 행복에 미치는 영향 - 남원 춘향제 내 농특산품 축제를 중심으로 -

This study analyzed the effect of ESG activities of local festivals using agricultural products on the positive image, revisit intention, and subjective happiness of visitors, targeting visitors to the special agricultural products festival in Chunhyangje in Namwon. A survey was conducted on 286 people who have visited the festival. The collected data were subjected to exploratory factor analysis, reliability verification, correlation analysis, and regression analysis using SPSS 25.0. As a result of the analysis, first, it was found that all sub-factors of the ESG activity experience of local festivals using agricultural products had a statistically significant positive (+) effect on positive image, revisit intention, and subjective happiness. Second, it was found that the positive image had a positive (+) effect on the revisit intention and subjective happiness. This study has academic and practical significance in that it provided basic data to build a sustainable festival model by developing an ESG-based festival model.