축제 체험요소에 따른 방문객 만족도가 지역이미지에 미치는 영향연구 - 제주마축제를 중심으로 -

The purpose of this study is to examine the effects of visitors'' satisfaction with festival experiential elements on the regional image. The survey was conducted among the visitors to Jeju Horse Festival. For the study, a total of 300 questionnaires were distributed and 277 of them were used. And Spss 21.0 and Amos 21.0 were used for the data analysis. Based on the experience economy model of Pine & Gilmore(1998), the study utilized four experiential elements: entertainment, esthetics, education, and escape, and formulated 5 hypotheses. As a result of the study, the conclusions are as follow. First, an entertainment experience and an escape experience affect visitors'' satisfaction, but an esthetic experience and an educational experience don''t affect visitors'' satisfaction. Second, visitors'' satisfaction has a significant influence on the regional image. Based on the results of the study, the suggestion was provided in conclusion.