원문정보
An Influence of Local Festival Image and Perceived Value on Visitors' Satisfaction and Behavioral Intention : Focusing on local festivals in Gangwon
초록
영어
This study is to identify the relation of local festival image formation and perceived value with visitors' satisfaction, and whether these accompany behavioral devotion such as visitors' behavioral intention, in other words, word of mouth and intent to revisit. The subjects for a survey are visitors to 'Dancing Carnival Festival' in Wonju and Hoengseong and 'Hoengseong Hanu Festival'. The data were collected for 5 weeks from September 6 to October 6. Total 250 questionaries were distributed, and 230 copies were collected. Except 21 copies with unreliable responses, total 209 copies were used for analysis. For analysis methods, the multiple regression analysis was done with the use of SPSS.18.0 program. The result of the analysis shows that suitability, convenience, enjoyment and value have a significantly positive(+) effect on visitors' satisfaction and behavioral intention formation. Furthermore, the non-monetary value that visitors perceive has a significant effect on their satisfaction formation. Based on this result, this study is intended to suggest the importance of local festivals, marketing strategy and implication.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 지역축제
2. 축제이미지
3. 지각된 가치
4. 만족도
5. 행동의도
Ⅲ. 연구설계
1. 연구모형
2. 가설의 설정
3. 변수의 조작적 정의와 측정
4. 자료수집 및 분석방법
Ⅳ. 실증분석
1. 인구통계학적 특성
2. 측정변수의 신뢰성 및 타당성 검증
3. 가설의 검증
Ⅴ. 결론
참고문헌