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논문검색

안양시 지역축제의 서비스 품질이 재방문의도에 미치는 영향 : 방문객 만족도의 매개효과를 중심으로

원문정보

A Study on the Influence of Anyang Local Festival’s Service Quality to Revisit Intention : Focusing on the mediating effect of visitors' satisfaction

안순이, 최병창

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초록

영어

The purpose of this study is to extract the service quality factors of the representative festivals of Anyang (Anyang Citizens' Festival, Anyang Youth Festival) by applying the SERVQUAL factor to the local festival visitors held in Anyang. The research method explored theoretical background by examining previous studies related to regional festival, verified research hypothesis, and conducted factor analysis and reliability analysis for empirical analysis. As a result, 28 items were finally selected, including five dimensions of factors (empathy, tangibles, responsiveness, assurance, and reliability). Analyzed through analysis. To this end, four hypotheses were established and tested. The summary is as follows. First, as a result of checking the degree of influence on visitor's satisfaction and return intention centering on five factors of SERQUAL, Anyang-si regional festival was found to have positive (+) Influence was found. In conclusion, the visitor's satisfaction should be improved first of all in order to return visitors. It can be seen that the festival needs to be tangibles, responsiveness and reliability. Second, the hypothesis-IV was analyzed to have a partial mediating effect that 'satisfaction will have a mediating effect in the relationship between the service quality of the Anyang regional festival and the visitor's intention to visit again'. Empathy, tangibles, responsiveness and assurance were found to have a mediating effect on return intentions. Third, there is a need for destination marketing to satisfy responsiveness for visitors by providing new impressions and family-oriented experiences. Therefore, in order to revisit the visitors who attended the local festivals in Anyang, efforts should be made to plan a thematic and differentiated festival. Lastly, I hope that the Anyang Regional Festival will conduct further research on various aspects of urban psychological and humanistic and urban variables in order to establish the attraction marketing. Therefore, I hope that the festival in Anyang region will be reborn as a luxury festival that you want to visit.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 서비스품질과 서브퀄(SERQUAL)
2. 방문객 만족도와 재방문 의도
Ⅲ. 연구방법
1. 연구모형 및 가설
2. 조사절차
3. 측정도구 및 설문지구성
Ⅳ. 연구 결과 및 실증분석
1. 인구통계학적 특성
2. 변수 간 상호상관행렬
3. 타당도 검증을 위한 요인분석
4. 신뢰도 분석
5. 재방문 의도에 대한 만족도의 매개효과 검증
Ⅴ. 결론
참고문헌

저자정보

  • 안순이 Soonle An. 성결대학교 관광개발학과 겸임교수
  • 최병창 Byungchang Choi. 예원예술대학교 문화예술관광학과 교수

참고문헌

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