A attributes (e.g. programme & food, facility

A number of studies have found that festivals have a variety of potential impacts on local economics as mentioned above.  However a festival influences both residents and visitors socially. Therefore it is important to understand how the social impact of the festival potentially influences the local residents and how the specific event enacts the quality of life of the residents and how participants perceive the festival.  In relation to the social impact of the festival, one of the main ways to hold a successful festival is to understand visitors’ satisfaction and destination loyalty (Cronin et al., 2000; Eggert & Ulaga, 2002; Parasuraman & Grewal, 2000; Wang et al., 2004; Chi & Qu, 2008; Tanford & Jung; 2017; Yürük et al., 2017) because those have been found to be the most influential key drivers of business success from festival researchers. Some studies only measure satisfaction (Anderson, 1994; Harrington et al., 2017), others measure factors that influences loyalty (Yang et al., 2011; Lee, 2014; Wu et al., 2014; Chang & Gibson, 2015; Akhoondnejad, 2016). More recent studies have focused on both satisfaction and destination loyalty in a single study (Chi & Qu, 2008; Yoon et al., 2010; Tanford & Jung, 2017; Yürük et al., 2017). For festivals that are held regularly, planners pursue to satisfy visitors so that they would revisit the local area again in the future (Tanford et al., 2012).  Next, based on cumulative satisfaction after participating the festival, the visitors shape an emotion to the festival.  Festival participants are more likely to remain committed to the festival after developing an attachment, and that is most likely to lead to participants going to the same festival regularly.  The purpose of this study is to examine the social impacts of alleyways festival of Gamcheon culture village which was formed by a religious minority group of Taegeukdo.  More specifically, this study evaluates how the festival attributes (e.g. programme & food, facility & infrastructure, and informational service) influence visitors’ satisfaction and loyalty and if this loyalty comes from the satisfaction of attending the festival into consideration. .  Overall,
the following sequence could be established: festival attributes ? visitor
satisfaction ? loyalty.  The current
studies have demonstrated an integrated approach which combines the theoretical
and empirical evidence on the causal relationship among festival attributes,
satisfaction and loyalty (Tanford & Jung, 2017; Yürük et al., 2017).  Hence this
study identifies that the conceptual framework proposed from the empirical
studies based on the specific village formed by the religious minority group of
Taegeukdo and the relationship between festival attributes with visitors’
satisfaction and loyalty can be applied in different festivals.  The structure of this study is as
follows.  First, how the Gamcheon culture
village was formed by Taegeuktto and the development of the alleyways festival
is described.  Second, the concept of
festival attributes, including the link between satisfaction and loyalty to
festivals is explained. Third, the conceptual model is proposed and methodology
is discussed. The model used the structural equation modelling (SEM) approach
to examine the relationship between the relevant factors. Finally, this study
provides the discussion of social impacts and how the festival enacts with the
local community formed by religious minority groups which are excluded by majority
of social members in the specific context. 


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