문화관광객의 영화제 참가동기에 영향을 주는 영화제 마케팅 요인 및 방문만족도에 대한 영향력 분석

• 영문명: Examining Cultural Tourists' Film Festival Participation Motivation, and its Impact on Satisfaction and Behavioral Intentions: A Case Study of 2009 Pusan International Film Festival Participants
• 발행기관: 한국관광학회
• 저자명: 許珍 咸盛弼 玄成協
• 간행물 정보: 『관광학연구』제34권 제7호, 383~399쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.10.31

영문 초록

This study was to examine the causal relationships between evaluation of marketing strategies, tourist motivation, tourists satisfaction, and behavioral intentions among Pusan International Film Festival participants. Based on literature review, four dimensions of film marketing strategies (i.e., event promotion, media promotion, movie-related marketing, and development of attractiveness a movie induced tourism destination) were derived. Data were collected from 534 participants tourists who visited Pusan Film Festival in 2009. Results of a structural equation modeling analysis indicated that three marketing strategies(i.e., event promotion, media promotion, and movie related marketing) made significant influences on the tourists' motivation and overall satisfaction, and, in turn, behavioral intentions. Managerial implications were also discussed.

목차

Ⅰ. 서론

Ⅱ. 문헌 연구

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결과 및 시사점

참고문헌

키워드

문화관광 관광동기 영화제 마케팅 부산 국제 영화제 Cultural tourism Travel motivation Film festival marketing Pusan International Film Festival