축제의 재방문의도, 방문 만족도, 지역파급효과 인식의 관계 연구

Abstract

The purpose of this paper is to examine the relationships of Revisit Intention, Visit Satisfaction, Regional Influential Effects in Festival. There are many festivals to hold at any times and places in the world. Many of them need to develop their programs and services in order to attract visitors as many as possible and revisit them. According to the results of reviewing Previous studies, three variables to be extracted and to be identified as follows: Festival revisit intentions, visiting satisfaction, and regional influential effects. The population are people visited to Pyungchang Biennale·Gangneung Fork art Festival 2017 at Gangneung city, and the samples are 500 were selected with convenience sampling and analysed. The results of the research is briefed as follows. Three hypotheses were established and tested as follows. The first one is “H1: There are differences of influence between ‘Yes’ and ‘No’ of intention to revisit and the visiting satisfaction which has two sub-factors as an endogenous and exogenous variable”. This is adopted. And the second one is “H2: There are differences of influence between ‘Yes’ and ‘No’ of intention to revisit and the awareness of regional influential effects which has three sub-factors as an economic regional influential effect, a sociocultural regional influential effect, and an environmental regional influential effect. This is adopted. The third one is “H3: The visiting satisfaction will influence on the regional influential effects” This hypothesis is also adopted. Conclusionally, When they plan and operate festivals, it needs to consider anticipatory visitors’ needs and motives to satisfy and make them to be loyal customers. Then they have a positive recognitions for the festival to influence on the host community.