원문정보
Effect of service quality of local festival core program on visitor's behavioral intention - based on the analysis of reservation pattern
초록
영어
This study is to identify development strategies of local festival core programs and their influence to program reservation pattern with ascertaining the importance of local festival program, analyzing the service quality of local festival core programs and distinguishing the different results according to reservation pattern when visitors participate in the programs. As a result of factor analysis on service quality of festival program, the factors are reduced to 4 factors, and there were significant difference between the groups in variables except factor 2(physical factor) after the t-test on reservation pattern and when comparing the differences of overall average, the average of internet or telephone(cable) reservation group was much higher than on-site reservation group. In addition, when combined the results of regression analysis, which used dummy variable, it indicated that it was better to maximize the usage of internet or telephone(cable) reservation as on-site reservation had negative effect on overall satisfaction and behavioral intentions for revisiting or recommending the festival. Therefore, it is important to increase the reservation through internet or telephone to forecast the demand correctly and to prepare it efficiently. As these are the most important factors for the festival organizations which plan and manage the festival, they should find various strategies to activate internet or telephone reservation.
목차
I. 서론
II. 연구의 이론 고찰
1. 지역축제 핵심프로그램 서비스품질
2. 지역축제 프로그램 서비스품질과 행동의도 관계
3. 지역축제 프로그램 예약유형
III. 연구설계
1. 가설설정
2. 조사설계 및 분석방법
IV. 분석결과
1. 표본의 일반적 특성
2. 타당도 및 신뢰도 분석
3. 가설검증
V. 결론
참고문헌