축제의 체험요소가 축제이미지 및 방문객 만족, 재방문의도에 미치는 영향 (The Effect of Festival Experiential element on Festival Image, Visitors' Satisfaction and Revisit Intention)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 24권 / 3호 / 43 ~ 62페이지
· 저자명 : 임미라, 안대희

초록

This study aims to comprehend the influence of festival experiential elements on festival image, festival visitors' satisfaction and behavioral intention. Also, this study tries to suggest implications for festival planning, operating, and marketing through the findings. In order to examine its influence, the survey was performed in Danyang-gun, Chungcheongbuk-do, the 15th Ondal Cultural Festival visitors in the festival period, 7-9 of July, 2011 and only 320 positive samples out of 350 were used. The main study results as follows; First, deviance, playfulness, immersion and placeness of festival experiential elements were statistically significant in affective image. Also, playfulness, immersion and placeness except deviance were significant in cognitive image. Second, the findings indicated that playfulness, immersion and placeness of festival experiential elements were deeply related with visitors' satisfaction, but deviance was not significant in visitors' satisfaction.
Third, high impact of playfulness and placeness of festival experiential elements on revisit intention, but there's no impact of deviance and immersion on revisit intention. Fourth, affective image was significant in visitors' satisfaction, but cognitive image was not. Fifth, affective image and cognitive image were deeply related with visitors' intention. Finally, this study suggests festival marketers should plan and execute to intensify playfulness and placeness of festival experiential elements.

영어초록

This study aims to comprehend the influence of festival experiential elements on festival image, festival visitors' satisfaction and behavioral intention. Also, this study tries to suggest implications for festival planning, operating, and marketing through the findings. In order to examine its influence, the survey was performed in Danyang-gun, Chungcheongbuk-do, the 15th Ondal Cultural Festival visitors in the festival period, 7-9 of July, 2011 and only 320 positive samples out of 350 were used. The main study results as follows; First, deviance, playfulness, immersion and placeness of festival experiential elements were statistically significant in affective image. Also, playfulness, immersion and placeness except deviance were significant in cognitive image. Second, the findings indicated that playfulness, immersion and placeness of festival experiential elements were deeply related with visitors' satisfaction, but deviance was not significant in visitors' satisfaction.
Third, high impact of playfulness and placeness of festival experiential elements on revisit intention, but there's no impact of deviance and immersion on revisit intention. Fourth, affective image was significant in visitors' satisfaction, but cognitive image was not. Fifth, affective image and cognitive image were deeply related with visitors' intention. Finally, this study suggests festival marketers should plan and execute to intensify playfulness and placeness of festival experiential elements.

참고자료

· 없음