초록 열기/닫기 버튼
This study is a formation of lovemark due to SEMs(Strategic Experiential Modules) affects visitor satisfaction and behavioral intention. Four main theories were set through the precedent studies, and influencing relationship of strategic experiential modules and lovemark, lovemark, satisfaction and behavioral intention, and satisfaction and behavioral intention was verified. The research data was collected for total 10days from Sep. 5 to 14. 2014. For the samples of the respondents, the total 287 copies were collected and the simple and multiple regression analyses were done by using ver. spss18 for the analysis. The result showed that the main 4 theories have a significant effect. In the influencing relationship of experience and lovemark, festivals, visitors, local residents and companions are interacting, and experience programs that can form relationships need to be developed. In the influencing relationship of lovemark, visitor satisfaction and behavioral intention, it is important to enhance visitors' closeness towards festivals. In conclusion, to strategically form relationships with visitors through experiences, it is important to develop experience programs to build sense of kinship and closeness among participants assimilation between visitors and local residents, and acquaintance among companions. The fact that this has a positive influence on visitor satisfaction and behavioral intention is verified through this study. Accordingly, this study academically suggests the practical implication that should be considered when local festival experience programs are planned, and the necessity for subjective emotional research about visitors feeling in local festival research.
키워드열기/닫기 버튼
local festival, SEMs, Lovemarks, Satisfaction, Behavioral Intention
