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초록 |
The study aims to explore attitude of cultural events that affect quality of life and to
investigate if there are moderating effects of involvement in a relationship between attitude of
cultural events and quality of life. Although many different cultural events such as department
event, concert, music festival, and street performance are held in a city or region, the concept of
cultural events’ attitudes have not been widely discussed. Understanding participants' attitudes of
cultural events are crucial to develop more effective and appropriate contents and programs as
well as strategic marketing for cultural events. It has also been generally believed that
participation of cultural events enhance quality of life, but few study has been conducted. From
the literature review, the measurement of cultural event attitude and quality of life were
developed. The on-site survey was conducted and a total of 513 useful survey questionnaires
were collected. The results showed that cultural event attitude affects quality of life. There are
also some moderating effects of involvement in the relationship between the cultural events’
attitudes and quality of life. These results would be helpful for strategic planning of cultural
events program. |
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