A Study on the Influential relations between the Visitos’ Motives and Satisfactions in Gangneung Tano Festival

The purpose of this paper is to examine the influences of visitors’ motives on satisfactions of them in Gangneung Tano Festival. The Festival was nominated to a National Important Intangible Cultural Asset in 1967 and Unesco World Intangible Heritage in 2005. According to the results of reviewing Previous studies, the festival visiting motives are classified to three categories such as physical motives, sociocultural motives, and personal motives. And 16 factors for the visitors’ satisfactions to visit the festival. The population are 1,130,000 people to visit the festival and the samples are 500 were selected with convenience sampling and analysed.The results of the research is briefed as follows. The first, the more motivated with the physical motives strongly were, the more satisfied with the visit alone strongly. The second, the more motivated with the sociocultural motives strongly were, the higher level to be satisfied with the festival uniqueness, locality, and authenticity. The third, the more motivated with the personal motives strongly were, the more sensitive to the festival quality. It is necessary to prepare for fun, playful, wow factors to satisfy visitors.