안양시 지역축제의 서비스 품질이 재방문의도에 미치는 영향

• 영문명: A Study on the Influence of Anyang Local Festival’s Service Quality to Revisit Intention: Focusing on the mediating effect of visitors' satisfaction
• 발행기관: 관광경영학회
• 저자명: 안순이 최병창
• 간행물 정보: 『관광경영연구』제24권 제2호, 431~452쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.03.31

영문 초록

The purpose of this study is to extract the service quality factors of the representative festivals of Anyang (Anyang Citizens' Festival, Anyang Youth Festival) by applying the SERVQUAL factor to the local festival visitors held in Anyang. The research method explored theoretical background by examining previous studies related to regional festival, verified research hypothesis, and conducted factor analysis and reliability analysis for empirical analysis. As a result, 28 items were finally selected, including five dimensions of factors (empathy, tangibles, responsiveness, assurance, and reliability). Analyzed through analysis. To this end, four hypotheses were established and tested. The summary is as follows. First, as a result of checking the degree of influence on visitor's satisfaction and return intention centering on five factors of SERQUAL, Anyang-si regional festival was found to have positive (+) Influence was found. In conclusion, the visitor's satisfaction should be improved first of all in order to return visitors. It can be seen that the festival needs to be tangibles, responsiveness and reliability. Second, the hypothesis-IV was analyzed to have a partial mediating effect that 'satisfaction will have a mediating effect in the relationship between the service quality of the Anyang regional festival and the visitor's intention to visit again'. Empathy, tangibles, responsiveness and assurance were found to have a mediating effect on return intentions. Third, there is a need for destination marketing to satisfy responsiveness for visitors by providing new impressions and family-oriented experiences. Therefore, in order to revisit the visitors who attended the local festivals in Anyang, efforts should be made to plan a thematic and differentiated festival. Lastly, I hope that the Anyang Regional Festival will conduct further research on various aspects of urban psychological and humanistic and urban variables in order to establish the attraction marketing. Therefore, I hope that the festival in Anyang region will be reborn as a luxury festival that you want to visit.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구 결과 및 실증분석

Ⅴ. 결 론

참고문헌

키워드

Anyang Local Festival Service Quality Satisfaction Behavior intention