The role of environmental attitude in a nature-based festival: The case of Boryeong Mud Festival

Drawing on consumer behavioral constructs, scholars have varying worked with festival organizers to maximize the success of promoted events and although their scholarship has augmented literature on festival management it has nonetheless tended to ignore other complementary constructs such as environmental attitudes, particularly as relates to nature-based festivals. Thus, this study examines the role of environmental attitudes on visitors' perception of and satisfaction with a nature-based festival. It augments extant research on festivals vis-à-vis the incorporation of environmental attributes to the established work on consumer behavioral constructs. Boryeong Mud Festival, a popular nature-based festival in South Korea, is the site at which the current study was undertaken. A questionnaire designed to measure visitors' evaluation of the festival and to examine their environmental attitude was administered and the findings indicate that visitors' perception of the nature-based festival is related to their environmental attitudes.