A Festival Satisfaction Evaluation Method using Multiple Regression Analysis

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1 , pp A Festival Satisfaction Evaluation Method using Multiple Regression Analysis Bok-Hee Jung 1 and SoonGohn Kim 2* 1, 2 Department of Information Science, JoongbuUniversity, 101 Daehakro, Chubu-meon, Gumsangun, Chungnam, , Korea jangel9977@nate.com, sgkim@joongbu.ac.kr Abstract Different festivals are being held following the implementation of the local autonomy system. These festivals are having significant influences on the image enhancement of the regions holding the festivasl as well as the local economic stimulation. In terms of economic, social, and cultural perspectives, festivals have positive effects on the local society and are acting as resources for new opportunities in area development. In order for the festivals to be successful, preparation and efforts are needed to enhance the satisfaction of the festival spectators. This paper derived the evaluation factors which have influence on the festival satisfaction of spectators from the planning stage and constructed a study model. Then, regression analysis was applied for suggestion to be made on the evaluation of festival satisfaction. Keywords: Festival Satisfaction, Multiple Regression Analysis, Satisfaction Evaluation Method, Festival Evaluation Factors 1. Introduction After implementing the local self-governing government, the local governments are holding different festivals as the measure for awareness enhancement and area stimulation. However, despite the quantitative growth of the festivals, criticisms are being suggested about the insufficient functions as festivals. In order for the festivals to be successful, thorough preparations and efforts need to be reflected from the planning stage in order to enhance the satisfaction of the festival spectators. Currently, numerous local festivals are annually being held in each domestic region. According to the Ministry of Culture, Sports, and Tourism, a total of 758 local festivals have been opened (2012 standard). In 2011, the festivals which were held in nationwide provinces and cities were displayed as 763 festivals, and in 2010, 823 festivals were held in nationwide provinces and cities [1]. Since 1999, the Ministry of Culture and Tourism has introduced the evaluation system for local cultural festival and it is being implemented. This evaluation system does not conclude as a form of evaluation. Instead, outstanding cultural festivals are selected from this and budget execution is conducted at the same time as it promotes competition between the festivals and causes partial contributions to developing the contents of the festivals. In order for the festivals to be successful as well as develop, the evaluation factors which influence the festival satisfaction of spectators visiting the festivals need to be identified [2]. When the evaluation factors relevant to festival satisfaction are observed, they are as * Corresponding Author ISSN: IJSEIA Copyright c 2014 SERSC

2 follows: The image properties of festival spectators caused influence on spectator satisfaction, and were extracted as "event content," "event promotion guideline," "price and product," "event amenities," "event information," and "surrounding sightseeing."[3]. Amongst the studies on festivals, the Boryeong Mud Festival received high evaluation on the 7 service quality satisfaction such as "amenities of event hall," enthusiasm of the main agent of the festival," "program correspondence," and "food quality and price satisfaction." [4]. In the study on the effect of the service characteristic factors of festivals on visitors satisfaction and behavior intentions, five factors were extracted in the case of the Busan International Rock Festival: Process and convenience, product factors, price factors, precipitating factors, and human factors[5]. In the study of the evaluation of the accomplishments of and satisfaction with local festivals in South Korea, accessibility, publicity, contents, products, food, and convenience were derived as the festival evaluation factors[6]. In the study on cultural and tourism festival visitors evaluation attributes satisfaction and behavior intentions, variables for the evaluation attributes of, satisfaction with, and behavior intentions regarding cultural and tourism festivals were derived from theoretical research. In addition, the factors of publicity and information, contents of the events, souvenirs and food, and convenience facilities were derived from factor analysis of cultural and tourism festival evaluation attributes[7]. In the comparative study on the service quality of and the evaluation of satisfaction with local festivals, the five local festival service quality factors of festival products, festival programs, festival information service, and festival convenience facilities were derived from empirical analysis[8]. In the study on the effect of the images of local festivals on satisfaction in accordance with local festival visitors intentions for visits, the five factors of appropriateness of management, entertainment value, convenience of the events, compatibility with the theme of the events, and information on the events were derived from factor analysis of the images of local festivals [9]. This study derived the evaluation factors which cause influence on festival satisfaction of spectators from the planning stage and constructed a study model. Then, regression analysis was applied for suggestions to be made on the evaluation of festival satisfaction. This paper designed a study model by taking the 2012 CIOFFR World Folkloriada Anseong as the standard. CIOFFR World Folkloriada Anseong is the greatest in scale amongst domestic festivals, and the number of visiting spectators were greater nationwide local festivals. Therefore, the CIOFFR World Folkloriada Anseong was selected since it was considered the standard for determining the evaluation factors which affect the festival satisfaction evaluation for spectators. 2. Determination of Festival Evaluation Factors 2.1. Study Model The factors which influence the festival satisfaction evaluation were classified between dependent variables and independent variables in order to design the study model of this study. 8 independent variables (X1~X8) and 1 dependent variable were applied. In the study model of this paper, it was formed between 8 independent variables which simply accommodate the input value and 1 dependent variable which is relevant to the last output layer. The basic model structure of the sample design of the study model is the same as that of 188 Copyright c 2014 SERSC

3 Figure 1[10]. Figure 1. Design a Study Model Structure The regression model formula based on the design structure of the study model is as follows[10]. (1) 2.2. Definition of Study Variables Independent input variables influencing evaluation on satisfaction with a festival include gender, residential area, types of reservations, types of tickets, types of entry to an exhibition hall, the time of entry, waiting time, and amenities. As an output variable, the 5-Point Likert Scale-based on satisfaction with a festival was selected. Input variables and output variables used at the time of evaluation on satisfaction with a festival are shown in Table 1 [10]. Table 1. Input and Output Variables Types of variables Input variables Output variables Name of variable Characteristics Definition X 1 Gender Male & female X 2 Residential area Capital area, other regions than capital area X 3 Types of reservation Reservation on the spot, Internet reservation X 4 Types of tickets Special ticket, ordinary ticket, group ticket X 5 Types of entry to an exhibition hall Entry on the spot, reservation entry X 6 Time of entry Morning, afternoon & evening X 7 Waiting time Within 2hours, 1hour, and 30minutes X 8 Amenities Dissatisfied, average & satisfied Y(Satisfaction with a festival) Very dissatisfied, Dissatisfied, Average, Satisfied, Very satisfied 2.3. Investigation Design This investigation implemented surveys to identify the evaluation factors which cause influence on the festival satisfaction evaluation targeted on spectators visiting the festivals. Copyright c 2014 SERSC 189

4 The responders were required to evaluate the festival satisfaction, which is the dependent variable, through the independent variables of the responder's gender, residential district, types of ticket purchase, types of entrance tickets, exhibition entrance types, entrance time, waiting time before entrance, and amenities. A total of 160 surveys were distributed for the analysis. Amongst them, a total of 150 copies of surveys, excluding 10 copies of surveys with no responses or unfaithful responses, were ultimately applied for the analysis. The guidelines for the data coding of the survey used in the final analysis are shown in Table 2. Table 2. Guidelines for the Data Coding of the Survey column num variables coding method 1 - num 1 start 2 1 Gender (X 1 ) 1 = Male, 2 = Female 3 2 Residential area (X 2 ) 4 3 Types of reservation (X 3 ) 5 4 Types of tickets (X 4 ) 6 5 Types of entry to an exhibition hall (X 5 ) 7 6 Time of entry (X 6 ) 8 7 Waiting time (X 7 ) 9 8 Amenities (X 8 ) 10 9 Satisfaction with a festival (Y) 1 = Capital area 2 = other regions than capital area 1 = Reservation on the spot 2 = Internet reservation 1 = Special ticket, 2 = ordinary ticket, 3 = group ticket 1 = Entry on the spot 2 = Reservation entry 1 = Morning, 2 = afternoon, 3 = evening 1 = Within 2hours 2 = Within 1hour 3 = Within 30minutes 1 = Dissatisfied 2 = Average 3 = Satisfied 1 = Very dissatisfied 2 = Dissatisfied 3 = Average 4 = Satisfied 5 = Very satisfied The results of the data coding of the survey used in the final analysis are shown in Table Copyright c 2014 SERSC

5 Table 3. Results of the Data Coding Survey Results As a result of the surveys, the general characteristics of CIOFFR World Folkloriada Anseong were as follows: The genders were classified between males and females as males accounted for 53.3% and females 46.7%. In terms of the residential district, they were classified between the metropolitan area and regions outside the capital area. The metropolitan area consisted of 91.3% and the regions outside the capital area were analyzed as 8.7%. For the types of ticket purchase, site purchase took up for 94% and online purchase as 6%. Therefore, it was analyzed that spectators who entered by making prior site purchase were displayed to be high. In terms of the types of entrance tickets, normal tickets consisted of 94.7%, group tickets as 5.3%, and special tickets as 0%. In the exhibition entrance types, site entrance accounted for 55.3% and entrance after prior reservation accounted for 44.7%. Thus, it was analyzed that most spectators entered on the spot. In terms of the entrance time, those who enter during the mornings were counted as 47.3%, 32.7% for those who entered during afternoons, and 20% for those who entered during the night. As a result, it was analyzed that the greatest number of spectators enter during mornings. The waiting time for entrance were analyzed as 12.7% for less than 2 hours waiting time, 22.6% for less than 1 hour waiting time, and 64.7% for within 30 minutes. In terms of the amenities of the festival, they were analyzed as 14.7% for dissatisfaction, 67.3% for average, and 18% for satisfaction. In the festival satisfaction evaluation, very dissatisfied was resulted as 0%, dissatisfied as 7.3%, average as 48%, satisfied as 36%, and very satisfied as 8.7%. Therefore, the average was analyzed as being highest. In this paper, the general characteristics of responders from CIOFFR World Folkloriada Anseong are as shown in Table 4. Copyright c 2014 SERSC 191

6 Gender Table 4. CIOFFR World Folkloriada Anseong General Characteristics of Samples Residential area Types of reservation Types of tickets Types of entry to an exhibition hall Distinction Frequency Rate Frequency Rate Distinction (Persons) (%) ( Persons ) (%) Male Morning Time Female Afternoon of entry Capital area Evening Other regions Less than than hours the Capital area Reservation on Waiting time Less than the spot 1 hour Reservation on Less than the Internet 30 minutes Ordinary ticket Dissatisfied Group ticket Amenities Average Special ticket Satisfied Very dissatisfied Entry on Dissatisfied Satisfaction with the spot Average a festival Reservation entry Festival Satisfaction Evaluation Satisfied Very satisfied In order to analyze the factors which cause the most influence on the festival satisfaction evaluation, multiple regression analysis was conducted. The 8 evaluation criteria were fixed as the independent variables and festival satisfaction was set as the dependent variable. The 8 factors are the gender, residential district, types of ticket purchase, types of ticket, exhibition entrance types, entrance time, waiting time during entrance, and amenities. The regression model formula of the satisfaction evaluation is the same as follows. A summary of the model as a result of multiple regression analysis is as follows. When eight independent variables were inputted, the coefficient of determination was 0.671, thus explaining the dependent variable (satisfaction with the festival) by 67.1%. In addition, the modified coefficient of determination, reflecting the degree of freedom (DF), was The coefficient of determination in multiple regression analysis, R 2, represents the ratio at which the dependent variable is explained by the independent variables (or the regression equation) during variance and has a value between 0 and 1. The correlation between the independent variables and the dependent variable amounted to 0.819, which is somewhat high. In addition, R 2 =.671(67.1%), which represents the overall explanatory power of the independent variables (sex, place of abode, admission ticket advance purchase type, admission ticket type, exhibition hall admission type, admission time slot, waiting time upon admission, convenience facilities) regarding the dependent variable, or satisfaction with the festival. (2) 192 Copyright c 2014 SERSC

7 The summary of festival satisfaction evaluation model is the same as Table 5. Table 5. A Summarized Model Model R R square Revised R square Standard error of estimated value The results of the analysis of satisfaction with festivals and the eight evaluation categories are as follows. First, when the correlation between satisfaction with festivals and sex was examined, the t value was and the p value was.118, respectively. As for satisfaction with festivals and the place of abode, the t-value was and the p-value was.003, respectively, thus being significant to the evaluation of satisfaction with festivals. As for satisfaction with festivals and the admission ticket advance purchase type, the t-value was and the p-value was.020, respectively. As for satisfaction with festivals and the admission ticket type, the t-value was and the p-value was.001, respectively. As for satisfaction with festivals and the exhibition hall admission type, the t-value was.710 and the p-value was.479, respectively, thus significant to the evaluation of satisfaction with festivals. As for satisfaction with festivals and the admission time slot, the t- value was and the p-value was.010, respectively. As for satisfaction with festivals and the waiting time at admission, the t-value was and the p-value was.001, thus being significant to the evaluation of satisfaction with festivals. As for satisfaction with festivals and convenience facilities, the t-value was and the p-value was.000, thus being significant to the evaluation of satisfaction with festivals. The results of the determination coefficient which causes influence on festival satisfaction are as shown in Table 6. Table 6. Determination Coefficient Model B Standard Error Beta t p (Constant) Gender Residential area Types of reservation Types of tickets Types of entry to.089 an exhibition hall Time of entry Waiting time Amenities According to the analysis result, the multiple regression formula is expressed as followed due to the non-standardized coefficient(b). Consequently, the factors that affect satisfaction with festivals, derived from the research model, are as shown Table 7. (3) Copyright c 2014 SERSC 193

8 Table 7. Factors that Affect Satisfaction with Festivals Satisfaction with a festival (Y) = Gender (X 1 ), Residential area (X 2 ), Types of reservation (X 3 ), Types of tickets (X 4 ), Types of entry to an exhibition hall (X 5 ), Time of entry (X 6 ), Waiting time (X 7 ), Amenities (X 8 ) Because the residuals were not large and the coefficient of determination amounted to approximately 67% based on the results of multiple regression analysis, the model seems to explain the phenomenon comparatively well. The normal P-P diagram of regression standardized residuals is as shown Figure 2. Dependent variable : Satisfaction with a festival Expect the cumulative probability Cumulative probability of the observed Figure 2. Normal P-P Diagram of Regression Standardized Residuals 4. Application Measures of the Festival Satisfaction Evaluation The application measures of the multiple regression analysis are as follows. For example, let's consider that the spectator evaluating the festival satisfaction is a male. His residential district is outside the capital area. He purchased his ticket online and selected very satisfied for the amenities. If this independent variable is applied to substitute festival satisfaction, the dependent variable, into the formula for calculation, then a ratio can be predicted for around what degree of festival satisfaction this type of person experiences. This analysis result can identify satisfaction through the consideration of specific spectator groups during the opening of other festivals and can predict the most influential evaluation criteria. Also, if the independent variables are selected in advance and predicated by considering the evaluation criteria per festival scale, it will take an important role in identifying the satisfaction level. 5. Conclusion This study made suggestions so that the evaluation factor which causes the most influence on festival spectators' festival satisfaction for diverse festivals from the planning stage can be determined, and multiple regression analysis was suggested for application in order to evaluate the festival satisfaction level. 194 Copyright c 2014 SERSC

9 In this paper, the evaluation factors which cause influence on the festival satisfaction evaluation of spectators visiting the festival were derived to design a study model. In order to design the study model, the factors which cause influence on the evaluation were classified between dependent variables and independent variables. 8 independent variables (X1~X8) and 1 dependent variable (Y) was applied. The input and output variables were set as the basis and the resources collected from the surveys were processed through data coding and multiple regression analysis was conducted. According to the multiple regression analysis results, during openings of other festivals, specific spectator groups are considered to identify the satisfaction level, and prediction can be made on which is the most influential evaluation criteria. In terms of the limits of this paper, verification has to take place after survey analysis following the selection of different festivals after the study model is designed. In order to resolve this limit, diverse festivals are to be researched for the verification of the model during the progress of future studies. The results of this study are expected to suggest implications when evaluating the satisfaction of local festivals which will be held in the future. If the evaluation criteria which can cause the most influence are predicted during the openings of other festivals and applied for marketing, it will optimize the festival satisfaction level. As the future assignments of this paper, survey analysis is needed for more various events as well as small and medium sized events. Additionally, comparison analysis is needed regarding mega events and small and medium sized events. Furthermore, in terms of programs which display high satisfaction in the program satisfaction evaluation, similar programs are to be developed for other festivals, and it is expected that satisfaction of the spectators regarding the program can be increased during the festival opening. References [1] Ministry of Culture, Sports and Tourism, Yearly local festivals and cultural tourism festival, (2012). [2] B. H. Jung, A Festival Satisfaction Evaluation Method using Multiple Regression Analysis and Neural Network Model, Joongbu University doctor's degree paper, (2013). [3] L. Chung Ki, B. J. Woo and G. Ho Seok, The Effect of the 2003 Bucheon Luminarie Festival Image on Visitors` Satisfaction, Revisit Intention, and Recommendation, Korean Journal of Hotel Administration, vol. 14, no. 2, (2005), pp [4] K. H. Uk, An Assessment on the Management of Local Festival Service and Customer Satisfaction, Dongguk University doctor's degree paper, (2006). [5] P. W. Jin, The Effect of the Service Characteristic Factor of Festivals on Visitors Satisfaction and Behavior Intentions, Donga University, master's degree paper, (2010). [6] P. Ho Chang, A Study on the Evaluation of the Accomplishments of and Satisfaction with Local Festivals in South Korea: Focus on the Gangneung Danoje Festival and the Sunrise Festival, Kangwon University, doctor's degree paper, (2006). [7] K. Jung hoon, The Effects of Evaluation Attributes of Cultural Tourism Festivals on Satisfaction and Behavioral Intention, Journal of Global Scholars of Marketing Science, KCI, vol. 17, no. 2, (2007), pp [8] K. C. Soo and J. Dae-Hee, Comparative Analysis of MUJU Firefly Festival's Service Quality and Satisfaction, KCI, vol. 22, no. 2, (2007), pp [9] C. Tae young, An Influence of Images of Local Festivals on Satisfaction Level Studied Based on Motivation of Visitors to Visit Local Festivals -Focusing on Visitors to Geumsan Ginseng Festival, KCI, vol. 26, no. 1, (2011), pp [10] B. Hee Jung and S. Gohn Kim, An Analysis Of Festival Satisfaction Evaluation Using Multiple Regression Model EXPO 2012 YEOSU KOREA, FGCN/DCA 2012, CCIS 350, (2012), pp Copyright c 2014 SERSC 195

10 Authors Bok-Hee Jung, she received Ph. D. degrees from Joongbu University, Seoul Korea, in Information Science in Her research interests include Distributed Computing, DataBase, DataBase Application and so on. SoonGohn Kim, he received Ph.D. degrees from Chonbuk National University, Seoul Korea, in Computer Engineering in He has been working as an Professor in Joongbu University from March His research interests include Ubiquitous Computing, Distributed Computing, Database Integrity, Cryptographic Protocol, A methodology of Software Development, Software Evaluation, Networks and so on. 196 Copyright c 2014 SERSC