earticle

영어

This study aims to analyze the structural relationship of festival quality, awareness, support, and loyalty. An empirical analysis was conducted for the Namyangju Slow Life International Festival. The result of the structural model reveals that the festival program and the facility factor among the quality factors had significant effect on awareness. In particular, the degree of the effect of festival program factor on the awareness was higher than the other factors. This means that the festival program factor was more important than the others and should be considered more. Second, visitors with high awareness of the festival showed high support. In other words, if the visitors of the Slow Life Festival were aware of the purpose and message of the festival after experiencing the festival's programs and services, they supported the holding of this festival and hope that it will continue, and support the festival to contribute to tourism development in Namyangju. Third, the higher the visitors' awareness of the festival, the higher the loyalty to the festival. In turn, visitors with high awareness of the festival spread positive word-of-mouth and thereby have higher revisit intention. This study has expanded the theory by analyzing the relationship between festival quality and awareness by combining support and loyalty. The practical implication of this study is to suggest that visitors' awareness of festivals play an important mediating role between festival quality, support and loyalty.