A Study on The Effect of Food Festival Image of Satisfaction: Focusing on the Mediating Effect of Food Festival Trust

Objective: This study was conducted to examine the effect of food festival image on satisfaction and to verify the mediating role of food festival trust. This study targeted 270 adults who had visited the nationwide festival venues in person during the festival period. A total of 258 responses were used for statistical analysis and 12 unfaithful responses were excluded. Methods: This study used SPSS 22.0 program for research analysis, and frequency analysis for demographic characteristics, exploratory factor analysis and reliability analysis for validity and reliability analysis, correlation analysis for correlation between factors, and multiple regression analysis for hypothesis verification. Results: As a result of analysis, first, it was found that the image of the food festival had a significant effect on satisfaction. Second, the trust of the food festival played a mediating role between the image of the food festival and the satisfaction level. Implications: The results of this study provide basic data on how to establish an efficient marketing strategy for satisfaction, focusing on the mediating effect of trust in the food festival.