국제영화제 방문 동기와 방문 만족의 관계에 대한 연구

초록

The present study explored the relationship between visitors’ motivation and satisfaction in the international film festivals. The study tried to grasp the relationship between the motivation and satisfaction more comprehensively by putting the different attributes of various film festivals and visitors. In addition, since this research analyzed the visitors of five major international film festivals held in Korea, it is expected that the result of the study may be generalized, comparing most other previous studies that focused on a single film festival. The factor analysis identified three dimensions of visitor motivations; “movie appreciation and enjoyment of culture and arts,” “leisure,” and “participating in festival.” Subsequently, multiple regression analyses were performed to explore how motivations predict satisfaction. Regression analyses indicated “movie appreciation and enjoyment of culture and arts” was the factor that explained the satisfaction. When the intermediate variables such as the different attributes of various film festivals and visitors were considered, motivation to participate in festivals partially predicted the satisfaction. On the basis of the findings, managerial implications to enhance the visitors’ satisfaction.

키워드