• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.68-77
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• 2021

The purpose of this study is to The exhibition's service quality was divided into three factors: event content, publicity, and empathy. First, the exhibition's service quality had positive effects on visitors' perceived value and overall satisfaction. Visitors' perceived value also showed a positive effect on their overall satisfaction. Second, each of visitors' perceived value and overall satisfaction had positive effects on their loyalty. Third, in effect decomposition, the total effect of the exhibition's service quality on visitors' perceived value was largest, followed by the service quality's total effect on their overall satisfaction and the service quality's total effect on their loyalty in order. In addition, statistically significant total effects were found between visitors' perceived value and overall satisfaction, as well as between visitors' perceived value and loyalty. As a result, mediating effects such as visitors' overall satisfaction had a positive contribution. Accordingly, statistically significant effects were confirmed in the relationships between all endogenous and exogenous variables.

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.600-608
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• 2016

This research has analyzed the influence of Goyang Flower Exhibition Festival's service quality on emotion, perceived value, satisfaction, and re-visit intention. First of all, the service quality scale was composed with four factors : subsidiary service, exhibition contents, guidance service, space convenience. As the results of influence analysis, four factors had significant influence on attendee's perceived value and positive emotion respectively. Among those four factors, space convenience and guidance service showed high impact. Toward positive emotion. exhibition contents showed most influence while four factors are significantly related. Three factors of exhibition contents, guidance service, space convenience had significant effect on negative emotion. Also, positive emotion and perceived value was analyzed to have significant influence on re-visit intention.

• The Journal of the Korea Contents Association
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• v.19 no.1
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• pp.163-173
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• 2019

The purpose of this study is to analyze the influence relationship of spectators' evaluation, perceived value, overall satisfaction, and loyalty on the service quality of Goyang International Flower Exhibition. As a result of analysis, first, it turned out that the higher the quality of the fair service, the higher the perceived value, overall satisfaction and loyalty. Especially, fair service quality showed a greater influence on overall satisfaction than on perceived value. Therefore, in order to improve the quality of the fair service, careful planning and operation of event content, accessibility, and convenience are required. Second, perceived value did not have a positive (+) effect on overall satisfaction, but it had a positive (+) effect on loyalty. The reason for this is that the spectators' evaluation of the perceived factors that can induce the interest of the flower product and the increase of the purchase, such as the quality problem of the product, the design problem, the exhibition and display problem, was low. Third, both perceived value and overall satisfaction had a positive (+) effect on loyalty, but the effect of overall satisfaction was greater than that of perceived value. Therefore, a strategy for enhancing the perceived value is required.

• Journal of the Korean Institute of Landscape Architecture
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• v.50 no.6
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• pp.58-69
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• 2022

This study compares and analyses the impacts of holding domestic garden expos that will be fundamental for holding garden expos in the future. Satisfaction with the three sites of the 2013 Suncheon Bay International Gardening Expo, 2015 Seoul Gardening Expo, and 2022 Goyang International Flower Fair, as well as factors affecting the satisfaction in economic, social/cultural, environment/ecology, and operation aspects, were analyzed. As a result of the study, the satisfaction level of all three sites was high, with a value of 3.5 or higher. In particular, satisfaction with the 2013 Suncheon Bay International Gardening Expo was the highest. It was found that there was a difference between the satisfaction level of the 2013 Suncheon Bay International Gardening Expo and the 2015 Seoul Gardening Expo. As a regional festival, the 2013 Suncheon Bay International Garden Expo has acquired a high status due to the 'Suncheon Bay Garden' being designated as the first National Garden. It is thought that great satisfaction was obtained because economic, social, cultural, and environmental revitalization was achieved by matching the values of citizen participation and ecological conservation. As a result of the comparison of perception types affecting the satisfaction by garden fair, satisfaction at the 2013 Suncheon Bay International Gardening Expo and the 2015 Seoul Gardening Expo, it was found that both affected all four aspects. The 2022 Goyang International Flower Fair did not affect satisfaction in the operational aspect. This seems to be because the Goyang International Flower Fair is already a fixed local brand. As a result of analyzing the detailed factors of perception that affect satisfaction, the three target sites were commonly analyzed, including social and cultural factors, which attract cultural events, improve pride and affection for the region, and help educate children. In terms of environmental and ecological factors were analyzed as an inconvenience in life due to traffic congestion. It can be seen that it has the same meaning as the comparative analysis of the difference in factors on the satisfaction of the target site. There is no difference in the effect on satisfaction in terms of social·cultural, and environmental·ecological aspects, but there are differences in terms of economy and operation. Based on the analysis results of this study, to hold a domestic garden expo in the future, it is necessary to properly utilize "environmental" and "ecological" garden aspects that have potential values according to the region's characteristics to develop sustainable, eco-friendly tourism resources. In addition, values will be more apparent when cultural and artistic programs are planned to establish a differentiated identity in the host area and are appropriately used as a marketing means for a local fair. A well-planned local festival through communication with local residents can affect the image of the region and lead to the revitalization of the local communities by securing urban competitiveness along with the establishment of urban brands, so it can be said that local residents' participation and national or local organizations' cooperation is essential.