Earticle

초록

영어

This study aims to analyze the structural relationship of festival quality, awareness, support, and loyalty. An empirical analysis was conducted for the Namyangju Slow Life International Festival. The result of the structural model reveals that the festival program and the facility factor among the quality factors had significant effect on awareness. In particular, the degree of the effect of festival program factor on the awareness was higher than the other factors. This means that the festival program factor was more important than the others and should be considered more. Second, visitors with high awareness of the festival showed high support. In other words, if the visitors of the Slow Life Festival were aware of the purpose and message of the festival after experiencing the festival's programs and services, they supported the holding of this festival and hope that it will continue, and support the festival to contribute to tourism development in Namyangju. Third, the higher the visitors' awareness of the festival, the higher the loyalty to the festival. In turn, visitors with high awareness of the festival spread positive word-of-mouth and thereby have higher revisit intention. This study has expanded the theory by analyzing the relationship between festival quality and awareness by combining support and loyalty. The practical implication of this study is to suggest that visitors' awareness of festivals play an important mediating role between festival quality, support and loyalty.

목차

Abstract
I. 서론
II. 이론 고찰
1. 축제 품질
2. 인지도
3. 지지도
4. 충성도
III. 조사 설계
1. 가설과 연구모형
2. 측정항목 구성
3. 자료수집과 분석방법
Ⅳ. 분석 결과
1. 표본의 인구통계 특성
2. 타당도와 신뢰도 분석
3. 확인적 요인분석
4. 상관관계 분석
5. 가설 검증
Ⅴ. 결론 및 시사점
참고문헌

키워드

저자

• 박상현 [ Park, Sang-hyeon | 한양사이버대학교 관광항공경영학과 교수. ]
• 임형택 [ Lim, Hyung-taek | 선문대학교 글로벌관광학과 교수. ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광진흥연구 [Journal of Tourism Enhancement]

• 간기

  계간

• pISSN

  2288-7156

• 수록기간

  2013~2024

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 338