음악축제 참가자의 몰입이 주관적 행복감, 만족도, 행동의도에 미치는 영향

The purpose of this study is to investigate the effects of flow of music festival participants on subjective well-being, satisfaction, and behavioral intention, and to analyze the effects of subjective well-being and satisfaction on behavioral intention. In order to achieve the purpose of this study, a study on the flow of positive psychologist Csikszentmihalyi (1990) was reviewed, and previous studies on the subjective well-being of music festivals were reviewed. Based on these preliminary studies, a survey was conducted with the participants of the Incheon Penta Port Rock Festival, a representative music festival in Korea. An empirical analysis was performed with 237 valid samples out of 241 samples collected in the survey. The results of this study are as follows. First, the flow of music festival participants was found to have a significant effect on subjective well-being and satisfaction, and the results were consistent with previous studies. Second, the satisfaction and flow of participants in music festivals were found to have a positive effect on behavioral intentions such as return visits and recommending festivals to those around them. Therefore, it has been proven that increasing the flow of music festival participants can increase both subjective well-being and behavioral intention. When planning a program for a music festival, participants should find elements that can be more immersed in the festival, which will be a positive factor in overall festival operation and marketing.