CRI

 [ABSTRACT]

  This study aims to develop differentiated evaluation indicators for the qualitative improvement and enhancement of competitiveness for festivals in Chungcheongbuk-do. The development of evaluation indicators was conducted with a focus on deriving characteristic indicators for each festival type, along with common indicators. For the development of these indicators, a literature review on the concept, types, and effects of festivals was conducted to establish the foundation of the research. Case studies and expert surveys were also utilized to derive 48 visitor evaluation indicators and 28 expert evaluation indicators for regional festivals. Additionally, Chungcheongbuk-do's regional festivals were categorized into four types: cultural and arts festivals, traditional and historical festivals, ecological and natural festivals, and regional specialty product festivals, with three characteristic indicators each for each type. To statistically validate the derived indicators, an empirical analysis was conducted on 'Jiyongje,' a representative cultural and arts festival in Chungcheongbuk-do. The analysis results indicated that the derived evaluation indicators demonstrated content validity, predictive validity, and reliability. Based on the research results, the policy recommendations are as follows. First, there is a need for improvement in the festival evaluation system in Chungcheongbuk-do. The current system operates by forming an expert evaluation panel to select and support outstanding festivals. There is a need to diversify the current unilateral evaluation system by incorporating evaluations from experts, visitors, and others. Furthermore, there is a need to improve the system by assigning weights to evaluation subjects for a more comprehensive evaluation. Second, there is an emphasis on the accumulation of consistent data using standardized evaluation indicators. The developed consistent evaluation indicators should be utilized to accumulate continuous festival evaluation data, serving as the basis for formulating and implementing improvement policies for festival quality. Third, there is a need to establish governance for the activation of festivals in Chungcheongbuk-do. To excavate and institutionalize the agenda for Chungcheongbuk-do festival development, a collaborative system, such as the 'Chungcheongbuk-do Festival Development Forum,' involving various stakeholders, should be established. Lastly, improvement directions for the target festival, Jiyongje, are suggested. While Jiyongje was found to have well-structured content and programs themed around Jeong Ji-yong, as a preliminary cultural tourism festival by the Ministry of Culture, Sports, and Tourism, visitor satisfaction with spatial arrangement elements such as booth layout, signage, and passageways was relatively low. Particularly, negative opinions were expressed about indicators related to safety management, suggesting a need for detailed review and consideration in future festival planning and operation.