Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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Factors Influencing Visitors' Satisfaction in Local Festival - Case of Gigisi Folk Festival -

지역축제 서비스 품질의 방문객 만족 영향요인 - 기지시 줄다리기 축제 -

  • Shin, Hyun-Bae (Department of Regional Development, College of Industrial Science, Kongju National University) ;
  • Park, Duk-Byeong (Department of Regional Development, College of Industrial Science, Kongju National University)
  • 신현배 (공주대학교 산업과학대학 지역개발학부) ;
  • 박덕병 (공주대학교 산업과학대학 지역개발학부)
  • Received : 2018.11.12
  • Accepted : 2018.12.10
  • Published : 2018.12.30
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Abstract

The concept of visitor satisfaction and service quality are notably two important concepts in marketing. Two concepts are important in addressing theoretical as well as practical issue for marketers and consumer researchers. The study aims to identify the factors influencing visitor satisfaction in local folk festival. Data were collected from 432 residents of festival visitors through structured survey questionnaires. Results showed that whereas program contents and staff were more like positively to affect visitor satisfaction, accommodation and amenity affected visitor satisfaction negatively. Therefore, in order to visitors' satisfaction, practitioners and policy makers need to develop program contents and staff ability.

Keywords

<표 1> 선행연구

NCJDBX_2018_v25n4_199_t0001.png 이미지

<표 2> 응답자의 사회 인구학적 특징

NCJDBX_2018_v25n4_199_t0002.png 이미지

<표 3> 응답자의 관광행동 특성

NCJDBX_2018_v25n4_199_t0003.png 이미지

<표 4> 서비스 품질에 대한 탐색적 요인분석

NCJDBX_2018_v25n4_199_t0004.png 이미지

<표 5> 축제 방문객의 전반적 만족도에 대한 회귀분석

NCJDBX_2018_v25n4_199_t0005.png 이미지

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