초록 열기/닫기 버튼
The purpose of this research is to verify the relationship among service quality, value perception and re-visit intention of dragon boat festival. To achieve the goal, A total of 246 samples were conducted with frequency analysis, exploratory factor analysis, reliability verification, correlation analysis, multiple regression analysis with SPSS 22.0 statistical program. The results are as follows. First, programme factor of service quality had significant effect on functional factor of value perception. Therefore successful activation of the Dragon Boat Festival requires differentiation through the purpose of the Dragon Boat and its meaning. Second, the relationship between service quality and social value perception among service quality did not show elated to social value perception can be interpreted as meaning that expectations for sociality may differ depending on the purpose of participation rather than negating the improvement of social quality through the festival. Third, no significant effect found between service quality and emotional value perception. There is a need to find out through errors in investigation procedures or through closer examination. Fourth, functional factor of value perception had significant effect on re-visit intention which could lead to continuous visits if the participants of the Dragon Boat Festival live up to their financial time efforts and expectations.
키워드열기/닫기 버튼
dragon boat festival, service quality, value perception, re-visit intention
