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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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Document Type: Research Article

Publication date: 2008-12-01

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