Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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Service Quality Influencing Visitors' Satisfaction in Yesan Apple Festival

지역축제 서비스 품질의 방문객 만족 영향요인 -예산향토사과축제-

  • Park, Duk-Byeong (Department of Community Development, Kongju National University) ;
  • Lee, Minsoo (Department of General Education, Korea National College of Agriculture and Fishery) ;
  • Kim, So-Yun (Jeju Tourism Organization) ;
  • Shin, Hyun-Bae (Department of Community Development, Kongju National University)
  • 박덕병 (공주대학교 지역개발학부) ;
  • 이민수 (한국농수산대학 교양공통학과) ;
  • 김소윤 (제주관광공사 지역관광처) ;
  • 신현배 (공주대학교 지역개발학부)
  • Received : 2017.08.15
  • Accepted : 2017.09.17
  • Published : 2017.09.30
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Abstract

Service quality in local festivals is a crucial for visitors satisfaction. The study aims to identify the factors to influence visitors satisfaction in local festival. A field survey was used to collect data from 206 visitors to the Yesan Apple Festival in South Korea. The results showed that the program and products, staff, and landscape factors could significantly has a significant on visitors' overall satisfaction, whereas facility factor don not influence significantly. The study suggested that festival managers should allocate their marketing resources for the program and products, staff, and landscape factors to increase the visitors' perception of service quality. This study encourages festival managers to provide high level of festival quality to consider extension effects of the festival experiences from long-term perspectives.

Keywords

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