Impact of Festival Experience Attributes on Perceived Value and Satisfaction: 2024 Yangnim Biennale Case

This study empirically investigates the structural relationships among experience attributes, experiential value, and visitor satisfaction at the resident-driven “2024 Yangnim Alley Biennale,” a village art festival. Survey data collected from festival visitors were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach. The results indicate that two experience attributes—artistry and contextuality (place-based qualities)—significantly enhance perceived utility and aesthetic value, thereby strengthening emotional resonance and aesthetic immersion. Among the experiential value dimensions, only aesthetic value and emotional enjoyment exert a significant positive effect on visitor satisfaction, with aesthetic value showing the greatest influence. Moreover, enjoyment and aesthetic immersion operate as core mechanisms that extend beyond mere pleasant feelings: they enable visitors to interpret the festival space (place comprehension), reaffirm and reinforce their place-related identity, and ultimately elevate overall satisfaction. These findings confirm that affective and symbolic values are pivotal in shaping satisfaction at village art festivals. Practical implications include: (1) amplifying aesthetic value through immersive content that reflects local history and artistic sensibilities, (2) highlighting contextuality via story-driven spatial curation, and (3) fostering strategies that encourage spontaneous participation by residents and visitors alike, thereby maximizing emotional engagement and enjoyment.