본문 바로가기
  • Home

The Moderating Effect of Celebrity Involvement on the Relationship between the Festival Motivations and the Destination Choice Attributes: A Focus on the Astronaut Ko San’s Effect at the 2009 Mt. Bohyun Star Festival

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(8), pp.319-339
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

현용호 1

1대구가톨릭대학교

Accredited

ABSTRACT

This study examined the moderating effect of the celebrity involvement between the festival motivations and the destination choice attributes. A total of 309 questionnaires were collected form visitors of ‘2009 Mt. Bohyun Star Festival’ held in Youngchun city on May 2009. Results of a factor analysis identified five dimensions of participants motivations: ‘knowledge’, ‘escape’, ‘novelty’, ‘socialization’ and ‘family togetherness’ and four dimensions of destination choice attributes: ‘social infrastructure’, ‘nightlife activities’, ‘residents’ attitudes’, and ‘nature’. Celebrity involvement was factored into ‘self-expression & centrality’, and ‘attraction’. Results revealed that ‘self-expression and centrality’ significantly moderates ‘novelty’ and ‘socialization’ into ‘nightlife activities’ and ‘residents’ attitudes’. Results also showed that ‘attraction’, one of the sub-factors of celebrity involvement, significantly moderated ‘escape’ and ‘socialization’ into ‘social infrastructure’. The conclusion and limitations were discussed.

Citation status

* References for papers published after 2022 are currently being built.