지역축제 이미지 및 지각된 가치가 방문객 만족도 및 행동의도에 미치는 영향

• 영문명: An Influence of Local Festival Image and Perceived Value on Visitors' Satisfaction and Behavioral Intention: Focusing on local festivals in Gangwon
• 발행기관: 관광경영학회
• 저자명: 전영주
• 간행물 정보: 『관광경영연구』제23권 제7호, 389~408쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

This study is to identify the relation of local festival image formation and perceived value with visitors' satisfaction, and whether these accompany behavioral devotion such as visitors' behavioral intention, in other words, word of mouth and intent to revisit. The subjects for a survey are visitors to 'Dancing Carnival Festival' in Wonju and Hoengseong and 'Hoengseong Hanu Festival'. The data were collected for 5 weeks from September 6 to October 6. Total 250 questionaries were distributed, and 230 copies were collected. Except 21 copies with unreliable responses, total 209 copies were used for analysis. For analysis methods, the multiple regression analysis was done with the use of SPSS.18.0 program. The result of the analysis shows that suitability, convenience, enjoyment and value have a significantly positive(+) effect on visitors' satisfaction and behavioral intention formation. Furthermore, the non-monetary value that visitors perceive has a significant effect on their satisfaction formation. Based on this result, this study is intended to suggest the importance of local festivals, marketing strategy and implication.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Festival image Perceived Value Satisfaction Behavioral Intention