대중음악 페스티벌의 선택속성, 참여자의 태도, 재방문의도, 독특성 추구성향의 구조적 영향 관계 연구

초록

This study aims to investigate the structural relationships among the factors influencing the selection of popular music festivals, with the goal of promoting their sustainable and stable growth in the post-pandemic era. To achieve this, the Extended Theory of Planned Behavior (ETPB) was applied to analyze the effects of festival selection attributes on participants’ attitudes and revisit intentions, as well as the moderating effect of the individual trait “need for uniqueness.” Surveys were conducted with attendees of three major popular music festivals held annually in South Korea, with data collected through on-site participation. The analysis revealed that among the selection attributes, program, convenience facilities, and ticket price significantly influenced participants’ attitudes, whereas performance quality and location did not. Notably, the moderating effect of the need for uniqueness was confirmed, with its three sub-factors—creative choice, unpopular choice, and avoidance of similarity —showing significant moderating effects on certain paths between selection attributes and participant attitudes. This study provides empirical evidence on the interaction between selection factors and individual traits, offering foundational insights for the development of planning and marketing strategies aimed at enhancing the competitiveness of popular music festivals.

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