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관광축제 평가속성과 방문객 만족, 충성도, 이미지개선 구조적 관계분석 |
 83_문화관광축제_평가속성과_방문객_만족__충성도__이미지개선_구조적_관계분석.pdf (1.2M) [0] DATE : 2016-03-08 19:03:42 |
| 발표논문명 |
문화관광축제 평가속성과 방문객 만족, 충성도, 이미지개선 구조적 관계분석 |
| 저자 |
김기현, 엄문연 |
| 학술대회명 |
2015 한국컨벤션학회 춘계 학술대회 |
| 일시 |
2015.05.01 |
| 장소 |
서울. 코엑스 |
| 초록 |
The purpose of this study was to investigated the interrelationships among
evaluation attributes of cultural tourism festival, satisfaction, loyalty, and image of the region. It has been noticed that an important attribution of festival event affect visitors satisfaction and loyalty, but image of region has not been considered as ultimate dependent variable. It has been believed that holding festivals and events can enhance destination image and brand, In total, 404 cases were collected from in the 9th Hamyang wild ginseng festival in Gyeongsangnam-do. Results of the study are as follow, it can be said that festival information, food, and convenient facilities are had direct/in-direct contribution to the overall satisfaction and overall satisfaction had positively influenced loyalty and regional image. More theoretical and practical implication were discussed in the conclusion section. |
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