A Study on Festival Reputation, Satisfaction, and Loyalty of Participants in the Sokcho Seorak Cultural Festival - The Moderating Effect of Experience Program -

The Sokcho Seorak Cultural Festival has established itself as one of the major events in the Gangwon region. However, scholars have insufficiently explored the characteristics of the festival focusing on the festival participants view points. Hence, the purpose of this study is to identify the characteristics of participants in the Sokcho Seorak Cultural Festival. This study aims to explore the relationships among festival reputation, satisfaction, and loyalty. Furthermore, the study examines the moderating effect of experience program on satisfaction. To collect data, a survey method was employed. The study was conducted using a sample of 473 responses. For hypothesis testing, Hayes’ Process Macro Model 7 was utilized. The results confirmed that festival reputation has a positive effect on both satisfaction and loyalty, and that satisfaction positively affects loyalty. Additionally, the study demonstrates the significant moderating effect of the experience programs on the relationship between festival reputation and satisfaction. The significance of this study lies in identifying the relationships among four key factors to better understand the characteristics of participants in the Seorak Cultural Festival. Morevoer, this work is worthwhile by informing the perception the experience program for the festival, which is related to the sustainability of the festival.