The Influential Factors in Festival Demand Kwon, Seong-Soo Department of Tourism Administration Graduate School, Kangwon National University Abstract The local festival is not considered as just a simple contemporary event only, but also does include plenty of local objectives such as vitalizing the local economy and representative marketing mean for local areas, with its number of exhibition still increasing. However, in an isolation from the numerical improvement of festivals, no qualitative improvement did happen. And the biased discovery in the oversight of festivals might serve as one of the causes for this problem. Therefore it is necessary to research on the prearranged plans through the exploration of factors that may affect the demand of visits to the festivals. Especially considering today's circumstances where the trend of demand from festival visitors changes rapidly, the establishment of effective plans for festivals with predicting the demand has become a mandatory aspect for a successful host. So the following research does pursue the exploration of factors affecting the demand of festival visits, with its subjects gathered from the factual survey regarding Korean local festivities conducted by The Ministry of Culture, Sports, and Tourism of Korea in 2015. As a result, the first confirmed is that visitors, in average, participate in the festivals in which the cost of experience programs exists therefore charging its visitors, more than in real free festivals. But the deviation in the number of visitors appeared much bigger from the side of paid festivities. And it is assumed that this results from the differences of each festival; whether the paid festivals are deeply related to the usual hobbies or own interests of visitors like in musicals or film and drama festivals for the first, or those are the festivals consisting of a number of special experience programs so that it can gather visitors in a family unit for the second, or some of those festivals rely on a specific demand class for the third. Second, it is found that many people visit the festivals which have a KTX station nearby more than others that do not. The deviation appeared bigger from the side of places with the station. As KTX stations locate in metropolic(or much bigger)areas such as Seoul, Busan, and in a minority of small cities, it is considered that the fundamental difference of the demand that appears from the distinction in the size of hosting places has been reflected. On the other hand, in the areas of cities, counties, and districts without the stations, the deviation is estimated to be smaller with its less number of visitors in average, due to the little difference. Third, as a result of the anova analyzation for the number of visitors by the periods of festivals, least people visit the festivity that ho the period got protracted. In the hosting periods of 2 days to 4 days and 5 days to 8 days, the average number of daily visitors seemed to increase, but it decreased in the festivities that last more than 9 days. Concluding this research, as a result of regression analyzation to recognize the causal factors to the demand of festival visits with the subjects of all festivities, it appeared that the entrance fee, daily budget, and the revenue of the hosting place per individual give positive effects, whereas the time per distance gives negative effects. For the entrance fee, compared to normal market commodities, it seemed to be less costly than the same kinds of cultural activities such as movie, drama, and musical, and it is considered that despite the purchase of experience programs, whether the fee exists does not affect the participation in the festivities in great measure due to the additional utilities beside the charged fee like local gift certificates. In addition, the result of analyzation for each festivity's themes showed that the causal factor deducted in common was a budget, which had all shown positive effects. Eventually, it is interpreted that as the injection of budget increases, the higher demand of festival visits by the promotion and the secure of better programs in quality is expected. But as the data utilized in the study was not gained by the direct survey from visitors, rather it was obtained by the manager of the festival so that it was unable to analyze the causal factors of some aspects that might be determined by the features of visitors and those from the side of supply in a synthetic way, it has a critical point that its analyzation and interpretations are limited. So it is needed to expand the discussion regarding the means to supply these kinds of problems and other additional factors into a broader range in the following research. ，韩语论文，韩语毕业论文 |
