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Roles of Motivation and Activity Factors in Predicting Satisfaction: Exploring the Korean Cultural Festival Market

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This study aims at identifying various motivation and activity factors of persons attending a national cultural festival in Korea and assessing the roles of motivation and activity factors in predicting satisfaction with the festival. Analyzing 335 responses obtained from a systematic random sampling method, this research identified eight motivation and five activity factors. The structural analysis reveals that motivations of festival attendees have a very strong and positive direct effect on the importance of various festival activities, but not a direct effect on satisfaction. The importance of festival-related activities has a strong and positive direct effect on satisfaction. These findings have implications for planning, positioning, and promoting their festivals and special events.
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Keywords: ACTIVITIES; FESTIVAL MARKET; MOTIVATIONS; SATISFACTION

Document Type: Research Article

Publication date: 2008-12-01

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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