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Purpose - As the importance of local festival has increased to improve the local community, it is essential to develop the festival attributes based on the characteristics of local community. The purpose of this study is to explore the relationships between festival attributes, visitors' behavioral intention, and contributions of local community.Design, data, and methodology -Festival attributes were divided into main components, including culture, program, environment, safety, and commodity. Three hundred two visitors at Ji-yong festival were collected and were invited to participate in the study. The multiple regression analysis highlighted positive relationships between festival attributes, visitors' behavioral intention, and local community contribution.Result - The study results suggested that festival attributes had a significant and positive influence on visitors' behavioral intention. There were also positive relationships between visitors' behavioral intention and local community contribution. Additionally, the results supported indirect relationships between festival attributes and local community contribution. Conclusions - The results offer some insights into the effect of festival attributes on visitor s' behavioral intention and local community contribution. Future study can explore the relationships between attributes, visitors' behavioral intention, and local community contribution within the context of other areas, including convention and food service industry.
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Kim et al. (2024) studied this question.
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