국제영화제 방문 동기, 체험 만족, 행동 의도의 관계에 관한 연구

초록

The present study assumes that one of the success factors for the film festivals lies in its popularization among general visitors. In this context, the study investigates the relationship among visitor motivation (culture and art enjoyment, leisure enjoyment, and festival participation), experiential satisfaction(entertainment/esthetics, education, and escapism), and behavioral intentions(recommendation and revisit). A structural equation modeling(SEM) technique was employed in the analyses of 243 questionnaires from the Pucheon International Fantastic Film Festival. Step analysis reveals that the motivation for culture and art enjoyment and festival participation positively predicted all three dimensions of experiential satisfaction, while leisure enjoyment is found to exert a positive impact only on escapism. Second step analysis positively validates the influence of entertainment/esthetics on behavioral intention, while escapism is found to have a negative impact on behavioral intention. On the basis of the findings, managerial implications for the planning and operation of the film festivals are suggested, and the ideas to elaborate the experience economy theory are discussed.

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