Earticle

초록

영어

The aims of the study were to festival service quality factors enhancing participants satisfaction, examine the impact of satisfaction on behavioral intention, and test the moderating function of the participants visiting motivation in the relationship between festival service quality and satisfaction. The conceptual model was designed based on the existing literature and the model was empirically tested. For the empirical study, the questionnaires were distributed festival visitors and the data collected from 315 visitors was analyzed using SPSS 18.0. The results of the study are as follows. First, factors related to festival quality of service showed positive influence on satisfaction. In particular, reliability of the service quality was found to have the greatest impact on the satisfaction. Second, the satisfaction of the festival participants showed a positive influence on their behavior. Third, the assumption that participation motivation will have an adjustment in the relationship between festive service quality and satisfaction was rejected. Since this is a unique theme for each local festival, the major target markets were different and the adjustment variables for family harmony and desolation were not affected. The limitations of this study were that it did not reflect the characteristics of each festival by setting up a sample of the festival experience without specifying a particular festival. Future studies should clarify variables of participation in the festival and cluster them by festival type to examine the adjustment effects.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 지역축제 서비스품질
2. 참가동기
3. 만족 및 행동의도
Ⅲ. 연구설계
1. 연구모형 및 가설
2. 조사설계 및 분석방법
3. 설문구성
Ⅳ. 실증분석
1. 표본의 인구통계학적 특성
2. 서비스품질 신뢰도 검증 및 타당성
3. 참가동기 신뢰도 검증 및 타당성
4. 가설검증
Ⅴ. 결론
참고문헌

키워드

저자

• 김정준 [ Jeongjoon Kim | 서원대학교 항공서비스학과 조교수 ]

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