Asia Pacific Journal of Business Review

Kyung Hee University Management Research Institute (경희대학교 경영연구원)
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6th Industrial Experience Satisfaction of Visitors Study on Motivation for Revisit - Focusing on Hwaseong Songsan Grape Festival -

  • Received : 2020.02.02
  • Accepted : 2020.02.22
  • Published : 2020.02.28
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Abstract

In Hwaseong, South Korea, it is necessary to vitalize local festival by attracting local residents and tourists since 'Hwaseong Songsan Grape Festival' should be in the direction to help the influx of tourists and cultural development for the local residents. It has been known that the quality and readiness of festival affects visitor satisfaction and actual visit. However, there have been only a few studies to examine the effect of local festival on post-behavior. Hence, this study, focusing on 'Hwaseong Songsan Grape Festival'which is a representative cultural tourism festival in the region of Hwaseong, South Korea, aims to understand the visitor's post-behavior intention in terms of revisit intention and recommendation intention. The results suggest that the impact of experiential, purchase visit motivation on post-behavior were smaller than deviant, social, interest, and cultural visit motivation. It also showed that visitor satisfaction leads to revisit intention and at the same time recommendation intention. Based on the result, we suggest practical implication for the success of local festival including 'Hwaseong Songsan Grape Festival'.

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References

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