연등회 참가자의 프로슈머 성향이 몰입과 추천의도에 미치는 영향

• 영문명: The Effect of Prosumer Propensities of Yeon Deung Heo’s Participants on Flow and Recommendation Intention
• 발행기관: 한국관광학회
• 저자명: 신영지 정철
• 간행물 정보: 『관광학연구』제37권 제4호, 281~303쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.05.31

영문 초록

This research investigated effects of prosumer propensities to participate and amuse of Yeon Deung Heo’s participants on recommendation intention with the mediator of flow. Using questionary items for the measurement of prosumer propensities surveys were implemented, and the regression analysis was conducted to test research models and hypotheses. Research results are summarized as follows. First, prosumer propensities to participate and amuse of participants influenced flow, positively. Second, recommendation intention was affected by prosumer propensity to participate and flow, positively. Third, test results of mediation effects of flow showed the complete mediation effect between prosumer propensity to participate and recommendation intention, the partial mediation effect between prosumer propensity to amuse and recommendation intention. The results indicated that prosumer propensities of participants had significant effects on recommendation intention. Therefore, it is important that festival organizers make discriminative marketing strategies at the early stage of festival planning.

목차

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 분석결과

V. 결론 및 시사점

참고문헌

키워드

연등회 프로슈머 성향 추천의도 매개효과 Yeon Deung Heo/ Lotus lantern festival Prosumer propensities Recommendation intention Mediation effect