해양축제 서비스스케이프와 축제 이미지가 행동의도에 미치는 영향

• 영문명: The effects of Sea Festival Servicescape and Festival Images on Behavioral Intention : A Focused on 2017 Ulsan Summer Festival
• 발행기관: 한국해양비즈니스학회
• 저자명: 고호석(Ho Seok Ko) 김성후(Seong Hoo Kim) 김범진(Beom Jin Kim)
• 간행물 정보: 『해양비즈니스』제40호, 21~44쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2018.08.31

영문 초록

The purpose of this study is to analyze the impact of the 2017 Ulsan Summer Festival servicescape, festival images and behavioral intention. The survey was conducted for 7 days from, 400 questionnaires were distributed to tourists visiting the Ulsan summer festival from 2017 July 22 to 29. And finally the valid data from 344 was collected for analysis. The results of this study can be summarized as follows. first, it is important to have all festival operations, products, facilities and services in order to enhance the behavioral intention of visitors to the 2017 Ulsan Summer Festival. In particular, it was analyzed that operations and products should take precedence over facilities and services. Second, it was suggested that the festival s various activities, attractiveness, convenience, environment and safety are all important to enhance the behavioral intention of visitors to the 2017 Ulsan Summer Festival. In particular, things to enjoy and see are very important. Third, a strong marketing strategy is needed to attract major visitors to the 2017 Ulsan Summer Festival.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 실증분석 결과

Ⅴ. 결론 및 시사점

참고문헌

Abstract

키워드

해양축제 서비스스케이프 축제 이미지 행동의도 Sea Festival Servicescape Festival Images Behavioral Intention