도시 문화관광축제 방문객의 축제경험 특성: 세계 3대 마임축제인 춘천마임축제 방문객을 대상으로

Purpose – This study aims to conduct a co-occurrence network analysis using online reviews to study the characteristics of festival experiences of visitors to cultural tourism festivals. Design/methodology/approach - This study utilizes visitor review data voluntarily posted on Naver Blog to investigate the experience characteristics of the Chuncheon Mime Festival, a major cultural tourism festival in South Korea. Findings - As a result of the co-occurrence network analysis, in the case of nouns, the centrality of 'festival' and 'performance' was high, and the connection to the cognitive factors of the festival was high. As a result of the analysis of adjectives, positive perception and evaluation of the Chuncheon Mime Festival appeared. In the case of the verb, the centrality and connection between the cognitive behavior of understanding the performance and the visual experience related to viewing the performance were high. Research implications or originality - These findings offer important practical implications for festival content development, city image marketing strategies, and tourism policy formulation. They also serve as foundational data for data-driven tourist experience analysis and comparative studies of similar festivals domestically and internationally. It is anticipated that this research can contribute to the sustainability of festivals and the strengthening of regional brands.