전략적체험모듈 및 환경단서에 따른 러브마크(Lovemarks) 형성이 축제 만족도와 행동의도에 미치는 영향에 관한 연구

• 영문명: The Effect of Festival Lovemarks on Satisfaction and Behavior Intentions: Focused on SEMs(Strategic Experiential Modules) and Environmental Cues
• 발행기관: 한국관광학회
• 저자명: 이태희 오선영
• 간행물 정보: 『관광학연구』제36권 제2호, 101~118쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

This aim of this study is to suggest criteria for evaluating lovemarks used to measure the emotional relationship between tourists and festival brand, and to examine how lovemarks, developed through Structural Equation Modelling (SEM) and environmental cues, can influence satisfaction and behavioral intention. In this pursuit, visitors at various regional festivals sanctioned by the South Korean Ministry of Culture and Tourism, including the Geumsan Insam Festival, Icheon Rice Cultural Festival, Ceramics Festival of GIMHEA, and the PUSAN International Film Festival, were surveyed. The relationships hypothesized in the model were tested simultaneously by using SEM, and these results could be summarized as follows. First, Strategic Experiential Modules and Environmental cues show positive effects on Lovemarks β=.797, β=.213). Second, lovemarks on satisfaction (β=.750) and behavior intention (β=.426). Third, satisfaction influences positively on behavior intention (β=.447). Theoretical and practical implications are discussed and future research direction are outlined. Putting the results and implications of this study together, the management of the festival brand should be extended to the area filled with love that can capture consumer's mind.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 실증분석결과

V. 결론

참고문헌

키워드

전략적체험모듈 환경단서 러브마크 만족도 행동의도 Strategic experiential modules Environmental cues Lovemarks Satisfaction Behavior