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The study attempted to comprehend an influence of the service quality on the image of a city and behavioral intention in festival of International Horticulture Goyang Korea. Factor analysis of the service quality results in four underlying dimension : (1)programme, (2)guidance and order, (3)convenience, (4)quality of exhibits and goods. To find out the relation among the service qualities and image of city and behavioral intention, multiple-Regression analysis has been progressed. As a result, four factors of the service quality are all significant independent variable to the image of the city. As for the relation between the quality of service and behavioral intention, three factors('programme','quality of exhibits and goods', 'convenience') are significant independent variable. The study shows that 'programme' and 'quality of exhibits and goods' factors have an important role in determining the image of city and behavioral intention. Furthermore, the image of the city has been significantly influenced on behavioral intention.



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고양국제꽃박람회
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International Horticulture Goyang Korea, Service Quality, City Image, Behavioral Intention