문화예술축제 방문 후 이미지와 충성도간의 관계에서 방문동기 유형의 조절효과

• 영문명: The Moderating Role of Tourists' Motivation Between Festival Image and Loyalty: Evidence from 2008 Gwangju Biennale Visitors
• 발행기관: 한국관광학회
• 저자명: 문연희 조용상 최지호
• 간행물 정보: 『관광학연구』제33권 제6호, 171~194쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.11.30

영문 초록

This research is to demonstrate tourists' motivation types as a boundary condition to moderate the influential relationship between culture and art festival image and customer loyalty. Data were collected from 224 2008 Gwangju Biennale visitors. Results from multiple-regression analysis confirm that there are positive relationships between the festival images and loyalty and these relationships are moderated by the visitors' motivation types. Particularly, the interaction variables pleasure × motivation types, utility × motive types, and facility × motive types significantly influence the visitors' loyalty. Conclusions and implications are derived from the findings and directions for future research are provided.

목차

Ⅰ. 서론

Ⅱ. 문헌 고찰 및 모형 개발

Ⅲ. 연구 모형 및 실증 분석

Ⅳ. 결론

참고문헌

키워드

문화예술축제 이미지 충성도 광주 비엔날레 Culture and art festival,Image,Loyalty,Gwangju Biennale