The purpose of this study was investigate to 279 analysis utilization of total 300 visitors of those who had enjoyed “2014 Ondal Cultural Festival”. In order to achieve the research goal, the study conducted the questionnaire in the venue of the festival and selected the research subjects at random. With certain standards to measure the Promotional information, Festival Content and the amenities, Food and souvenirs as in the service quality determined, the study looked into how each of the extracted factors would influence the Flow experience. The study also discussed effects of the Flow experience both on the satisfaction of the festival visitors. According to the results from the analysis, 1) service quality factors (Festival Content, Food and souvenirs) and Flow(engrossment), 2) service quality factors (Promotional information, Festival Content, Food and souvenirs) and Flow(deviation from daily life), 3) service quality factors (Food and souvenirs) and Flow(time transcendence), 4) Flow(engrossment, deviation from daily life) of the festival were confirmed to affect the visitors’ satisfaction. The study also learned that how much the visitors of the festival have been satisfied with the event would have an effect, After all, the study came up with every statistically significant difference in relation to the effects of the service quality on the satisfaction of the visitors in the festival.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 문화관광축제 서비스품질 2. 몰입(flow) 3. 만족도 Ⅲ. 연구설계 1. 연구모형 및 가설설정 2. 변수의 조작적 정의 및 측정 3. 조사대상 및 분석방법 Ⅳ. 실증분석 1. 표본의 인구통계학적 특성 2. 신뢰도 및 타당성 검증 3. 가설 검증 Ⅴ. 결론 및 시사점 참고문헌
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