Earticle

초록

영어

This study was to investigate the influence of expended service marketing mix factors according to life-style on satisfaction level of domestic and foreign festival participants focused on 2008 Boryeong Mud Festival. The main study results and implications of empirical analysis on 283 samples as follows. First, festival participants' life-style was divided into 5 factors and all had influence on 3p marketing mix factors; people, physical evidence and process. Further, life-style had most influence on process, so this implies Boryeong city or Mud Festival organizers need to manage sufficient participants' event booking and waiting service. Second, all expended service marketing mix factors except physical evidence influenced on festival satisfaction level. Especially process had most influence on festival satisfaction level, it means Mud Festival needs to have more interest in service(information, communication, exciting festival contents) for participants. Also, this study suggests expended 3p mix can be important factors for post-festival. Third, this study was analyzed that life-style had influence through people and process on festival satisfaction level, it had no direct impact though. Finally there's difference between domestic and foreign festival participants in festival service and satisfaction level. Therefore, we can look into how the life-style influences on the expended service marketing mix factors and how the 3p factors influences on the festival satisfaction level through this study and manage the post festivals based on this analysis.

목차

ABSTRACT
 I. 서론
 II. 이론적 배경
  1. 라이프스타일
  2. 확장서비스마케팅믹스
  3. 축제만족도
  4. 외국인 축제참가자 선행연구
 III. 연구설계
  1. 가설설정
  2. 조사설계
 IV. 실증분석 결과
  1. 조사대상자의 일반적 특성
  2. 측정도구의 평가
  3. 연구모형 및 가설검증
 V. 결론
 참고문헌

키워드

저자

• 부숙진 [ Sugjin Boo | 청운대학교 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338