Retaining Loyal Visitors in Organizing Local Festival; Relationship between Service Quality of Festival and Behavioral Intention- The Case Study of Gwang-Ju Kimchi Festival -

• 발행기관: 한국비교정부학회
• 저자명: Soon-Hwa Kang Jung-Hwan Kim
• 간행물 정보: 『한국비교정부학보』제14권 제2호, 399~418쪽, 전체 20쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2010.12.30

영문 초록

This paper provides an insight on how service quality of festival influences on the behavioral intentions such as the intent to revisit and recommend a local festival. The survey results of 273 respondents who visited the Gwang-Ju Kimchi Festival were analyzed by using a factor analysis. Four factors shaping service quality of the festival were extracted through the analysis: local products and foods; advertising and information; event programs; and convenient facilities. The main findings were that the most significant factor for inducing visitors to revisit the festivals event programs whereas advertising and information influence on the most visitors’ intention to recommend the festival to the others. This research has verified that visitors would revisit and recommend the festival to the others when they think satisfaction on service quality of the festival is fulfilled. Based on this result, planners or sponsors of diverse festivals are recommended to try to improve the service quality in order to satisfy the visitors effectively and efficiently.

목차

Ⅰ. Introduction

Ⅱ. Study Setting

III. Methodology

IV. Results

V. DISCUSSION AND IMPLICATIONS

VI. CONCLUSION

참고문헌

키워드

광주김치축제 서비스품질 재방문의도 추천의도 행동의도 Gwang-Ju Kimchi Festival service quality revisit intention intent to recommendation behavioral intention