• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.403-410
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• 2014

The purpose of this study is to analyze the festival tourists for "Yeoju Ogoknaru Festival". There is also effects analysis of service quality on perceived satisfaction for behavioral intention. This study used questionnaires to Yeoju Ogoknaru Festival festival participant, adopted the designated random sampling in the active site, a total of 177 valid questionnaires. The data were descriptive statistics and Structure Equation modeling analysis. This study found that; Physical service factor was not effect on tourist satisfaction and positive word of mouth. Programme service and Personal service quality directly positive effect on perceived satisfaction and WOM. The programme service variable of the festival had the greatest impact on overall satisfaction of festival tourists. The more satisfied tourists are with the festival the more likely they are to recommend in subsequent festivals. Based on these results, study can offer some valuable insights for festival planners and organizers to better manage their festival programme and volunteer service to such an extent that the experiences of festival visitors are maximized, perceived satisfactions are enhanced, and revisits to future festivals facilitated.

• Journal of the Korean Data and Information Science Society
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• v.21 no.3
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• pp.437-446
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• 2010

This paper is to analyze the relationships among the service quality of regional festival, revisiting the festival, which is a customer loyalty, and orally transmitted effect in Jeonju International Film Festival (JIFF), which is a regional festival. It is significant in that the satisfaction of service quality effects on the overall satisfaction in the film festival Major factors for film festival service quality such as facility convienence, souvuior, program, PR, information and accessbility is significant in the statistics. It is estimated that overall satisfaction for service quality and royality affect each other positively.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.460-470
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• 2010

This study was designed to analyze the impacts of the Festival's service quality to identify influence of Festival visitor's attitude and behavior. The result of the verification are follows : Fist festival's perceived service quality affecting potential visitors' attitude. Second potential visitors' attitude affect their behavior. This finding is contribute to the understanding of festival attendee behavior, to give useful suggestion to festival's effective development and management. Quality of festival the research which precedes in the object measuring element in the center escape. Integral part the service quality of festival escape, service quality integral part of at that resultant festival 5 dimensions became escape. This findings contribute to the understanding of festival attendee behavior, providing researchers and practitioners with insights into how effectively to design a festival.

• Journal of Korean Society of Forest Science
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• v.97 no.3
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• pp.340-347
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• 2008

This study investigates the conceptional structure between festival service quality, visitor's satisfaction, loyalty and festival effects in the Juwangsan Sudalrae mountainous local festival. In order to analyze the structural equation model the paper employed the LISREL (linear structural relationships) approach, covariance structural equation model. Data of 445 visitors were collected from the Juwangsan Sudalrae festival in 2008. Research findings showed that experience, facility and service are positively related to visitors' satisfaction. In addition, visitors' satisfaction is related to loyalty and festival effects. One of the major research findings is that the festival service most affects visitors' satisfaction. This implies that the host of mountainous local festival must put great emphasis on organizing hospitality and festival information. This will lead the festival to a great success and ultimately bring positive impacts to the mountainous residents.

• Journal of Agricultural Extension & Community Development
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• v.24 no.3
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• pp.185-197
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• 2017

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.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.1
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• pp.61-71
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• 2017

Local festival in Korea has developed quantitatively as well qualitatively. Driving force of local festival's development is local governments' active supports. Many Local government support local festival opening actively to accomplish economic activation. Activation of local festivals is good chance to local start-up companies. Local start-up companies don't have well known brand, and wide distribution network. But they can sell their products to visitors in local festival. And if fortune smiles upon them, they can get big buyers in local festivals. If so, what factors can contribute to a increase sales of local start-up companies? Different from existing research that focus on tour industrial outcome, we will focus on effect of festival service quality on increase sales. The survey is using structured questionnaire, we surveyed visitors who visit local start-up companies' booth in festival site. According to survey result, first, each dimensions of festival service quality do not effect on purchase intention directly except empathy dimension. Second, each dimensions of festival service quality effect on purchase intention by a medium of local image indirectly except assurance dimension. And purchase intention have a great effect on purchase action. Through the results, we can confirm festival service quality effect on purchase intention by a medium of local image indirectly. we suggest that improving festival service quality can effect on sales increase of local start-up companies, and for the purpose of sales increase, local government must improve local image at first.

• The Journal of the Korea Contents Association
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• v.10 no.9
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• pp.432-437
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• 2010

The purpose of this research is to find out how festival servicescape and human service impact the participant's emotional response and behavioral intention in terms of participants as consumers. The servicescape of festival indicated 4 common factors, named cleanliness, convenience, suitability and attravtiveness. As a result of analysis, it indicated that cleanliness and convenience from among the servicescape of festival variables are positively on positive emotion, negatively on negative emotion. And it was analyzed that all the variables of human service influence significantly on emotional response. Especially, it showed that expertise of human service variables influence on positive emotion the most, influence significantly on negative emotion. The result of relationship on behavioral intention indicated that the convenience factor of festival servicescape and expertise factor of human service influence significantly. Therefore, to operate successful festival, festival organizer should plan and manage the festival based on factors which comprises festival servicescape and human service.

• The Journal of the Korea Contents Association
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• v.6 no.9
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• pp.174-184
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• 2006

This study purposed to contribute to systematic management of service quality of festival by developing scale of service quality. According to the result of this study, scale of service quality in festival was developed, which are composed of 26 measuring items in 8 factors. this study suggests major factors(program quality, experience, interaction as well as tangibles, agreeability, responsiveness, access, reliability related to SERVQUAL). This study has an academic meaning in that it developed a scale of service quality suitable to festival and a practical meaning that it provided foundation of customer satisfaction management.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.482-494
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• 2015

The purpose of this study was to investigate a total of 800 visitors of those who had enjoyed "2013 Cheonan Heung-taryeong dance Festival". In order to achieve the research goal, the study conducted the questionnaire in the venue of the festival and selected the research subjects at random. With certain standards to measure the social quality, the process quality and the physical quality as in the service quality determined, the study looked into how each of the extracted factors would influence the service quality in general. The study also discussed effects of the general service quality both on the satisfaction and the re-visit intention of the festival visitors. According to the results from the analysis, 1) the social quality factors (the cultural effect and the image effect), 2) the process quality factors (the visitor-focused service and the food and souvenir), 3) the physical quality factors (the convenience in connection with the visitors' enjoying the festival and the facility arrangement) and 4) the general service quality of the festival were confirmed to affect the visitors' satisfaction. 5) The study also learned that how much the visitors of the festival have been satisfied with the event would have an effect on the visitors' intention to re-visit. After all, the study came up with every statistically significant difference in relation to the effects of the service quality on the satisfaction and the re-visit intention of the visitors in the festival.

• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.455-477
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• 2017

The purpose of this study is to develop the service scales of festival quality. We derived five constituent factors, service quality measures of local festivals through the extensive literature review in Previous studies. We named these qualities "COKITQUAL" that is consist of Convenience, Information, Kindness, Operation, Corporeity. We conducted the empirical analysis for the participants in "Hwacheon Sancheoneo Festival" to verify the "COKITQUAL". As the result, Information, Kindness, Operation affected positively on Festival Satisfaction among all SERVQUALs. However, Convenience and Corporeity did not positively affected on the dependent variable. And then, Festival Satisfaction positively affected on on Behavior Intention. This study developed the Service quality concerned with local festivals which is crucial fundamentals to quantify Festival SERVQUAL through empirical study. The proper applications and usage of these newly introduced local festival qualities enable to acquire the sustainable competitive advantage in local festival.