Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Research on the Effect of Experiential Elements on Brand Attitude, Visitor's Satisfaction, Revisit Intention - Focusing on Regional Product Festival -

체험요소가 브랜드 태도, 방문객 만족 및 재방문 의사에 미치는 영향 - 지역특산물 축제를 중심으로 -

  • Moon, Sul-Ah (Dept. of Food Science & Technology, Yeungnam University) ;
  • Byun, Gwang-In (Dept. of Food Science & Technology, Yeungnam University)
  • 문설아 (영남대학교 외식산업학과) ;
  • 변광인 (영남대학교 외식산업학과)
  • Received : 2015.12.30
  • Accepted : 2016.02.01
  • Published : 2016.02.29
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Abstract

The purpose of this study is to examine the effect of experiential elements on visitors' satisfactions, brand attitude, and revisit intention and to suggest the marketing strategy for differentiated festival experiences by validating the mediating effect of brand attitude and visitors' satisfaction among constructs. Collected data were analyzed by using SPSS 22.0 and AMOS 22.0. The results from the data analysis are as follows. First, among experiential elements, the effect of three elements (feel, think, and act) on visitors' satisfaction was significant. Second, feel showed significant effect on brand attitude. Third, think and act showed significant effect on revisit intention. Fourth, visitors' satisfaction showed significant effect on brand attitude. Fifth, visitors' satisfaction and brand attitude showed direct effect on revisit intention and also indicated the mediating effect between experiential elements and revisit intention.

본 연구의 목적은 지역축제의 체험요소가 방문객 만족과 브랜드 태도, 재방문 의사에 어떠한 영향을 미치는 지 알아보고, 각 구성개념 간에 브랜드 태도와 방문객 만족의 매개효과를 검증함으로써 차별화된 축제 체험마케팅 전략을 제시하는 것에 있다. 수집된 자료는 SPSS 22.0과 AMOS 22.0을 이용하여 분석하였으며, 실증분석에 따른 결과는 다음과 같다. 첫째, 체험요소 중 감성, 인지, 행동은 방문객 만족에 유의한 영향을 미치며, 둘째, 감성은 브랜드 태도에 유의한 영향이 있는 것으로 나타났다. 셋째, 인지, 행동은 재방문 의사에 유의한 영향이 있는 것으로 나타났으며, 넷째, 방문객 만족은 브랜드 태도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 방문객 만족과 브랜드 태도는 재방문 의사에 직접효과도 있지만, 체험요소와 재방문의사 간에 매개효과도 있는 것으로 나타났다.

Keywords

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