An assessment of the Migrants’ Arirang Multicultural Festival in South Korea: A comparative study of migrant and local visitors
Journal of Convention and Event Tourism
This study targeted visitors attending a national multicultural festival in South Korea. A total of 709 respondents were analyzed to determine how local visitors and migrant visitors differed in perceived importance and performance. Analysis identified five festival dimensions including “restroom, parking, & staff,” “programs & activities,” “accessibility & location,” “souvenirs,” and “foods & drinks,” confirming no relationship between the importance and performance dimensions. Importantly, two groups showed both differences and similarities in the importance–performance analysis grid, while they statistically differed in all importance and performance dimensions. These findings reveal how the migrant group differs from the local group with respect to perceptions in planning to attend the multicultural festival and subsequent evaluations of their experience.
Link to Published Version
Kim, K., Sun, J., & Jogaratnam, G. (2019). An assessment of the migrants’ Arirang Multicultural Festival in South Korea: A comparative study of migrant and local visitors. Journal of Convention & Event Tourism, 20(4), 325–350. https://doi.org/10.1080/15470148.2019.1652125