이벤트의 지각된 환경단서가 방문객 만족과 충성도에 미치는 영향에 관한 연구

• 영문명: The study of the influence affecting visitors' satisfaction and loyalty By perceived environment cues of Event - Focusing 2007 Kyungju World Cultural Expo -
• 발행기관: 대한관광경영학회
• 저자명: 조태영 서태양
• 간행물 정보: 『관광연구』제23권 제2호, 1~22쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.08.30

국문 초록

본 연구는 경주세계문화엑스포를 대상으로 축제 환경단서 중 어떠한 요인들이 방문객의 만족과 충성도에 영향을 미치는지 알아보고자 한다. 설문조사는 엑스포 행사기간중인 2007년 10월 6일부터 10월 14일의 기간 중에 엑스포 관람을 마친 방문객 230명을 대상으로 실시하였다. 230부 전부 회수 되었으나 불성실한 설문지를 제외한 216부를 분석에 이용하였다. 수집된 자료의 통계적 처리는 데이터 코딩(Data Coding)과정을 거쳐, SPSS 12.0 for Windows를 활용하여 빈도분석 신뢰도분석 요인분석 다중회귀분석을 실시하였다. 연구결과 첫째, 축제 환경단서는 방문객의 만족과 충성도에 중요한 결정요인이다. 그런데 축제 환경단서 요인이 만족도의 3가지 차원에 따라 다르게 나타났다. 즉 축제만족에는 ‘행사내용과 홍보’, ‘참여이익’, ‘편의시설’ 요인이, 이미지만족에는 ‘행사내용과 홍보’ 요인이, 관광 만족은 ‘접근성’, ‘참여이익’, ‘편의시설’ 요인이 중요한 영향 요인으로 나타났다. 둘째, 축제 환경단서 요인이 만족의 후속변수인 충성도에 미치는 영향을 보면, 재방문에는 ‘참여이익’, ‘편의시설’ 요인이, 구전에는 ‘행사내용과 홍보’, ‘참여이익’, ‘편의시설’ 요인이 중요한 영향요인으로 나타났다. 반면에 ‘기념품’, ‘음식’, ‘접근성’은 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 만족도의 3가지 차원인 축제만족, 이미지만족, 관광만족이 충성도에 미치는 영향에 대한 분석결과 축제만족과 관광만족 요인이 재방문과 구전에 중요한 영향요인으로 나타났다. 그러나 이미지만족은 충성도에 영향을 미치지 않는 것으로 나타났다. 본 연구는 2008년 경주세계문화엑스포 행사장의 상설화를 추진하는 시점에 시기 적절한 연구라고 사료되며 연구의 시사점은 상설화추진에 있어 많은 도움이 되리라 판단된다.

영문 초록

The purpose cf the study is to find which factors cf the festival environment cue, like Kyungju World Cultural Expo, can affect the visitors' satisfaction and loyalty. The questionnaires were asked during the Expo event period from October 6th to October 14th 2007 of the 230 visitors, who tad finishing looking around the Expo. All the questionnaires hid been collected, but the total 216 samples were used for the study, as the rest of the questionnaires were excluded due to the irreverent responses of the surveyed. The collected data were statistically processed through Data Coding and then using SPSS 12.0 for Windows. And they were analyzed through the frequency analysis, reliability analysis, multivariate refraction analysis and refraction analysis. The results cf the study are as follows; Firstly, the environment cue 'of the festival is one of the important factors in deciding the visitors' satisfaction and loyalty. But the factors of the festival environment cues were differently indicated, depending on the 3 principles cf satisfaction degree. In other words, in terms cf the satisfaction with the festival itself, such items as, the contents and public relation of the festival, participation benefit, and convenient facilities werefound out as the dominant factors, the factors cf the contents and public relation cf the festival were indicated as major factor in the satisfaction with the image of the festival, and such factors as, accessibility, participation benefit and convenient facilities were also shown as the important factors in the satisfaction with the tourism. Secondly, in the examination of the festival environment cue's influence over the loyalty, the follow-up factor, the participation benefit and convenient facility were indicated to affect the visitor's intention cf re-visitation. The information transfer by the mouth of the visitors was found out to be greatly affected by such factors as, the contents and public relation cf the festival, participation benefit and convenient facilities. On the other hand, it was indicated that the things, such as, festival souvenirs, food and accessibility, did not affect significantly anything. Thirdly, as the result of the analysis on the 3 factors of the satisfaction, such as, satisfaction in festival, satisfaction in image and satisfaction in tourism, which affected the loyalty cf the visitors, it was found out that the factors, such as, satisfaction in festival and satisfaction in tourism were critical in making possible the re-visitation and information transfer through the mouth of the tourists. However, it was also indicated that the loyalty was little affected by the satisfaction in image. The study is considered to be worth while in the time when the event site of Kyungju World Cultural Expo is planned to be open regularly for the public, and the findings from the study will help a lot the regular opening plan of the site be materialized.

목차

요약

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

Abstract

키워드

환경단서 만족 이미지 충성도 지역축제 Environmental Cue Satisfaction Image Loyalty Regional Festival