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[박혜린, 이종현, 김대관] 2017 궁중문화축전의 평가요인과 지각된 가치가 방문만족에 미치는 영향 |
논문명: 2017 궁중문화축전의 평가요인과 지각된 가치가 방문만족에 미치는 영향
저자(참여인력명): 박혜린, 이종현, 김대관
게재지명: 관광연구저널
핵심어: Royal Culture Festival, Festival evaluation factors, Perceived values, Satisfaction, Mediating effect
초록
Recently an interest in cultural heritage tourism as a type of alternative tourism has increased in Korea. In particular, efforts to utilize cultural properties have been promoted at the national and regional levels. Due to political changes, the Royal Culture Festival had been designed to foster a cultural heritage brand utilizing the four palaces and Jongmyo as festival areas. In order to enhance visitors’ satisfaction and the value of the palaces, a comprehensive evaluation of characteristics of visitors and their perceived values is needed. The purpose of this study is to investigate the relationship among festival evaluation factors, perceived values, and satisfaction. To this end, a survey was conducted to visitors who had visited 2017 Royal Culture Festival (April 28th – May 7th). Data was collected from 1,430 visitors at four royal palaces in Seoul. The results were as follows. First, the festival evaluation factors of “program,” “experiential elements,” and “convenient facilities” had a significant effect on visitors’ perceived values. Second, the same festival evaluation factors had a significant effect on visitors’ satisfaction. Third,
visitors’ perceived values had a significant influence on the satisfaction of visitors. Lastly, perceived values had a mediating effect on the relationship between the festival evaluation factors of program, experiential elements, convenient facilities, and visitor satisfaction. These findings suggest that program, experiential elements, and convenient facilities could be considered as the important factors in the Royal Culture Festival and should be developed to improve the satisfaction of visitors.
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