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Motivation Influencing Visitor' Satisfaction Moderating Effects of Involvement - Case of Insect Exhibition -

방문동기의 만족 영향관계에서 관여도 조절효과 - 애완곤충경진대회 사례 -

  • Kim, So-Yun (National Institute of Agricultural Science, RDA) ;
  • Park, Haechul (National Institute of Agricultural Science, RDA) ;
  • Park, Duk-Byeong (Department of Community Development, College of Industrial Science, Kongju National University) ;
  • Kim, Seonghyun (National Institute of Agricultural Science, RDA)
  • 김소윤 (농촌진흥청 국립농업과학원 농업생물부) ;
  • 박해철 (농촌진흥청 국립농업과학원 농업생물부) ;
  • 박덕병 (공주대학교 산업과학대학 지역개발학부) ;
  • 김성현 (농촌진흥청 국립농업과학원 농업생물부)
  • Received : 2020.02.17
  • Accepted : 2020.03.20
  • Published : 2020.03.30

Abstract

The study aims to identify the moderating effects of involvement on satisfaction, recommendation, and revisit intention in insect exhibition. Tourism motivation and involvement are crucial factors influencing visitors satisfaction. Particularly, the study aim to examine the moderating effects on tourism involvement between tourism motivation and visitors' satisfaction. Data were collected from 346 usable questionnaires among visitors of the pet insect competition. Results of a factor analysis yielded three dimensions of tourism motivation which are insect experience/learning, recreation/escape, and social and friendship. Hierarchical regression analysis indicates that insect experience/learning motivation and recreation/escape motivation influence visitors' satisfaction, Results also show that visitors' involvement has moderating effects on satisfaction. It was suggested that visitors' motivation and involvement be considered in insect exhibition and events.

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