지역축제 참가동기 집단 유형에 따른 만족 및 행동의도 영향관계 연구

• 영문명: An Analysis on the Group Differences in the Satisfaction and Behavioral Intention in the Local Festival: Focused in 2010 Great Baekje World Festival
• 발행기관: 관광경영학회
• 저자명: 박준범
• 간행물 정보: 『관광경영연구』제15권 제1호, 43~64쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.04.30

영문 초록

This study analyzes the several factors that cause people to participate in the local festival, and evaluates major behavioral motivations to the local festival. Based on the participation motivations, participants were separated into groups, and the level of the satisfaction among groups was conducted. In the study the relationships between participative motivation and overall satisfaction/behavioral intention were investigatedand provides current affairs in the practical businesses. The results are reported as following; the motivations are determined as the objective to the festival: harmonious family life, new experience/refreshment, amusement, friendship and cultural experiences; and the factors of satisfaction are described as information/festival contents, food/ local special products, conveniences, and program and its staffs. The motivations deduct three groups, and the groups were named as the purpose of the participation: a new experience/ amusement – oriented group, a harmonious family life/refreshment – oriented group, and a cultural experience/harmonious family life –oriented group. The regression result shows the highes level of the overall satisfaction/behavioral intention to a cultural experience/harmonious family life –oriented group. Moreover, the two regressions were conducted with different dependent variables, overall satisfaction and behavioral intention, respectively. The common participation motivations to both regressions areamusement and cultural experiences. The influence on the groups is examined by the regression methodology, and each group is differently influenced. The new experience /amusement-oriented group shows the highest level of the satisfaction, and the cultural experience/harmonious family life –oriented group reports the highest degree of the behavioral intention. The cultural experience/harmonious family life –oriented group can be explained that the clear purpose to the festival brings the high level of the satisfaction.

목차

Ⅰ. 서론

Ⅱ. 연구의 이론 고찰

Ⅲ. 연구설계 및 가설

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

ocal festival paticipation motive satisfaction behavior intention Great Baekje World Festival factor analysis cluster analysis ANOVA regression analysis