학술논문
지역축제 방문객의 만족도와 행동의도에 미치는 영향력 분석
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- 영문명
- A Study on the Degree of Satisfaction Factor of Local Festival Visitors and the Influence on their Action Intention
- 발행기관
- 세계문화관광학회
- 저자명
- 서철현(Suh, Chulhyun) 안현영(Ahn, H. Y.) 김용철(Kim, Y. C.)
- 간행물 정보
- 『Conference Proceedings』10th International Joint World Cultural Tourism Conference 2009, 650~669쪽, 전체 20쪽
- 주제분류
- 사회과학 > 관광학
- 파일형태
- 발행일자
- 2009.11.30
5,200원
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국문 초록
본 연구는 지역축제 방문객의 만족도에 영향을 미치는 요인들의 영향력과 지역축제 방문객의 만족이 행동의도에 미치는 인과관계에 대하여 검증하였다. 실증 연구는 2008년 동화나라 상주, 이야기축제장을 방문한 방문객으로부터 461 매의 설문지를 회수하였으며, SPSS 와 LISREL 8.50 의 분석방법을 활용하였다. 지역축제 서비스 평기항목은 문화체육관광부에서 개발한 17 문항의 지역축제 방문객 만족도 측정척도를 사용하였다. 요인분석결과에 의하면 기념품 및 음식요인, 행사내용요인, 편의시설요인, 홍보안내요인의 4개 요인으로 구분되었다. 인과관계에 대한 분서결과는 다음과 같다. 첫째, 기념품 및 음식요인과 행사내용 요인은 방문객 만족에 유의한 정의 영향을 미치는 것으로 분석되었지만, 둘째, 지역축제장의 편의시설요인과 지역축제의 홍보안내요인은 방문객 만족에 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 지역축제 방문객의 만족은 행동의도에 정(+)의 영향을 미치는 것으로 나타났으며, 넷째, 경로계수를 비교할 때 행사내용요인이 기념품과 음식요인보다 방문객만족에 더 큰 영향을 미치는 것으로 나타났다.
영문 초록
This research studies on the power of influence of some factors on the satisfaction degree of local festival visitors. It also tries to testify the causal relation about what kinds of influences the satisfaction degree of local festival visitors have on their action intension. For the pragmatic research, 461 survey were made by the visitors of 2008 Fairly Tale World Sangjoo Story Festival. For the evaluation of local festival service, 17 items of measure scale of local festival visitors' satisfaction degree developed by Ministry of Culture, Sports and Tourism were used. As a result of factor analysis, four factors were chosen such as the factor of souvenir and food, the factor of contents of event, the factor of convenience facilities, and the factor of information guidance. The analysis result by way of pragmatic research is as follows: First, the factor of souvenir and food has a significant influence on the satisfaction of visitors. Second, the factor of contents of event has a very significant positive influence on the satisfaction of visitors. Third, the factor of convenience facilities of local festival field has not influenced the satisfaction of visitors. Fourth. the factor of information guidance of local festival has no influence on the satisfaction of visitors. Fifth, the satisfaction of visitors of local festival has a positive influence on their action intention. Compared with a path parameters, the factor of the contents of event has more influence on the satisfaction of visitors than the factor of souvenir and food.
목차
Ⅰ. 서론
Ⅱ. 선행연구의 검토와 가설의 설정
Ⅲ. 연구설계
Ⅳ. 분석결과
Ⅴ. 결론
참고문헌
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