Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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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.
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