The Influence of ESG Activities at Local Festivals on Visitor Satisfaction, Trust, and Behavioral Intentions - Focusing on the Goyang International Flower Expo -

In light of global challenges like COVID-19 and climate change, there is a growing emphasis on ESG (Environmental, Social, and Governance) management in the corporate sector. This trend is evident in South Korea, where the government and the Financial Services Commission are intensifying efforts towards ESG, particularly in the MICE industry, where local governments and corporations are actively developing and implementing ESG guidelines. This study aims to examine the effects of ESG activities at the 2023 Goyang International Flower Expo on festival visitors. The focus is on how ESG activities of local festivals impact visitor satisfaction, behavioral intentions, and trust, highlighting the significance of ESG management in the MICE industry and offering relevant insights. The empirical analysis was conducted over approximately seven weeks, from April 28 to June 21, 2023. Visitors to the Goyang International Flower Expo were the subjects of this study. From the 2,500 questionnaires distributed, 1,838 were collected and analyzed using the SPSS statistical program. The study involved developing a research model to examine the relationships between various variables and setting hypotheses for empirical testing. These significant findings across all hypotheses confirm the effect of ESG activities at local festivals on visitors' satisfaction, trustworthiness, and behavioral intentions. The results are expected to provide essential data for stakeholders in Korea's tourism and MICE industries, underlining the importance of ESG management and guiding sustainable practices.