초록 열기/닫기 버튼
In most studies on satisfaction with rural festivals, the impact of evaluation attributes on the degree of overall satisfaction is expected to be symmetrical. However, according to recent studies, the evaluation attributes of a product or a service asymmetrically affect overall satisfaction. Following recent studies, this paper offers a categorization of evaluation attributes of a rural festival held in a farming village by applying the three-factor model of customer satisfaction. According to the results, “product satisfaction” and “accessibility satisfaction” are identified as basic factors; “contents satisfaction,” “facilities satisfaction,” and “surroundings satisfaction” are performance factors; and “food satisfaction” and “information satisfaction” are excitement factors. It is important for festival planners and marketers to recognize which evaluation attribute leads to an increase in overall satisfaction and a decrease in overall dissatisfaction. Our study not only makes theoretical contributions to the study of festivals but also offers practical and useful suggestions for festival planning.
