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[이종현, 박혜린, 김동한] 지역축제의 서비스품질 속성과 방문객의 사후행동 간 관계에서 방문객의 전반적 만족도의 매개효과 연구: 2017 영주 한국선비문화축제를 중심으로 |
논문명: 지역축제의 서비스품질 속성과 방문객의 사후행동 간 관계에서 방문객의 전반적 만족도의 매개효과 연구: 2017 영주 한국선비문화축제를 중심으로
저자(참여인력명): 이종현, 박혜린, 김동한
게재지명: MICE관광연구
핵심어: 지역축제(Local Festival), 서비스 품질(Service Quality), 사후 행동(Behavior Intention), 전반적 만족도(Overall Satisfaction), 선비문화축제(Seonbi Culture Festival), 매개효과(Mediating Effect)
초록
It is very important to manage the service quality and visitors’ satisfaction of festivals to develop the festivals continuously. The purpose of this study is to investigate the relationship among festival service quality, overall satisfaction and behavior intention. The results were as follows. First, the festival service quality factors of “program contents”, “accessibility”, “promotion”, and “convenient facilities” had a significant effect on visitors’ overall satisfaction and behavior intention. Second, overall satisfaction had a
significant effect on behavior intention. Last, visitors overall satisfaction had a mediating effect on the relationship between the festival service quality factors and visitors’ behavior intention. These findings suggest that program contents, accessibility, promotion, and convenient facilities could be considered as important factors in Yeongju Seonbi Cultural Festival.
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