지역축제의 핵심프로그램 서비스품질이 방문객 행동의도에 미치는 영향

• 영문명: Effect of service quality of local festival core program on visitor's behavioral intention: based on the analysis of reservation pattern
• 발행기관: 관광경영학회
• 저자명: 김창수 박종진
• 간행물 정보: 『관광경영연구』제14권 제3호, 49~68쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.09.30

영문 초록

This study is to identify development strategies of local festival core programs and their influence to program reservation pattern with ascertaining the importance of local festival program, analyzing the service quality of local festival core programs and distinguishing the different results according to reservation pattern when visitors participate in the programs. As a result of factor analysis on service quality of festival program, the factors are reduced to 4 factors, and there were significant difference between the groups in variables except factor 2(physical factor) after the t-test on reservation pattern and when comparing the differences of overall average, the average of internet or telephone(cable) reservation group was much higher than on-site reservation group. In addition, when combined the results of regression analysis, which used dummy variable, it indicated that it was better to maximize the usage of internet or telephone(cable) reservation as on-site reservation had negative effect on overall satisfaction and behavioral intentions for revisiting or recommending the festival. Therefore, it is important to increase the reservation through internet or telephone to forecast the demand correctly and to prepare it efficiently. As these are the most important factors for the festival organizations which plan and manage the festival, they should find various strategies to activate internet or telephone reservation.

목차

Ⅰ. 서론

Ⅱ. 연구의 이론 고찰

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Local festival core program Service quality Behavioral intention Reservation pattern