Spatio-temporal Impact of a Theater Festival on visitors :

Tentative Analysis taking Toyooka Theater Festival 2022 as a Case

Abstract

　　　　This study aims to shed light on the interrelationship between theater festival visitors’ on-site behavior and their evaluation of the festival and each of the following variables, namely the number of neighboring tourist destinations visited (the spatial impact) and visitors’ intention to visit outside the festival period (the temporal impact). The data to achieve the research purpose was obtained from the official questionnaire survey of visitors to the Toyooka Theater Festival 2022. Responses from 509 visitors who resided outside the festival venue at the time of the survey were subjected to analysis. As a result, a significant positive correlation was found between “the total number of places visited” and “the number of annual theater performances attended” as well as “the number of performances viewed.” “Intention to revisit the venue” was also significantly correlated with “the number of annual theater performances attended,” “impressions of theater festivals,” and “intention to revisit the theater festival.” These results point to the spatio-temporal effects of theater festivals on visitor behavior.