MZ세대의 지역축제위험지각이 방문의도에 미치는 영향

• 영문명: Effects of Local Festival Risk Perception on Visit Intention of MZ Generation: Focusing on the Moderating Effects of Emotional Benefits
• 발행기관: 관광경영학회
• 저자명: 하정우 김태욱
• 간행물 정보: 『관광경영연구』제25권 제5호, 175~194쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2021.09.30

영문 초록

Despite the current COVID-19 pandemic that has enormously bad influences on the overall tourism, in order to create the effects by continuously holding the festivals even in the post-Corona or with-Corona era, the local festivals are making efforts to diversify the frame of holding the festival. To realize the untact festival and hybrid-type festival, the MZ generation that is familiar with online environment could play a very important role. Thus, this study aimed to present the effective approach in the change process of local festivals in the future, by verifying the local festival risk factors perceived by MZ generation, their visit intention, and moderating effects of emotional benefits in the current situation. In the results of this study, all the festival quality decline risk, virus infection risk, and psychosocial risk reduced the visit intention in the negative(-) influence relation between perceived festival risk factors and visit intention of MZ generation. The emotional benefits had moderating effects on the relation between festival quality decline risk and visit intention. Thus, based on the verified results of this study, the implications were presented such as O2O strategies for festival contents, the measures for continuous experience instead of one-time experience, reorganization of online festival space & establishment of operational strategies, and the measures for management & monitoring that could increase the potential visitors’ satisfaction by narrowing the gap of on/offline boundary. This study could be used as the basic data for establishing the strategies suitable for the diversified aspect of holding local festivals in the future.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

참고문헌

키워드

Local Festival Risk Perception Visit Intention Emotional Benefits MZ Generation