최초방문자와 재방문자간의 지역축제 동기, 만족평가와 행동의도, 지역문화 인식 비교 연구

• 영문명: A Comparative Study of Local Festival Motivation, Satisfaction Estimate, Behavioral Intentions and Local Culture Perception: The Case of First Time Visitor and Repeated Visitor
• 발행기관: 관광경영학회
• 저자명: 장양례(Yanglae Jang)
• 간행물 정보: 『관광경영연구』제11권 제1호, 167~191쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.02.28

영문 초록

The purpose of this study is to examine local festival motivation, satisfaction estimate, behavioral intentions and local culture perception the differences between festival first visitors and repeated visitors. Data were collected with a structures questionnaire at the Jun Nam Suncheon-city of Reed festival from 14th until 22nd of Oct. 2006, 261 sample were used for statistical analysis. Data analysis method were used to Crombach's, reliabilty, kaiser measurement sample adequacy, factor analysis, MANOVA. As the results of this research, festival visitor's motivation were composed of four factors: a harmonious family, escape, exciting, enjoyingand satisfaction were composed of three factors: event program, transportation and convenience facilities, shopping and food. And festival motivation, satisfaction, behavioral intentions and local culture perception appeared as the differences between first-time visitors and repeated visitors. The result of this paper may help local festival planner and marketers for festival marketing strategy.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 축제현황과 연구방법

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

First Time Visitor and Repeat Visitor Festival Motivation Satisfaction Estimate Behavioral Intentions Local Culture Perception