축제관광객의 경험품질이 지각된 가치와 지역 이미지, 방문의도에 미치는 영향

Abstract

The purpose of this study is to identify the relationship between the experiential quality perceived by tourists at the food festival, perceived value, local image, and visit intention, and to identify the role of each variable. The food festival to be investigated was selected as the ‘2024 Daejeon Bakery Festival’. The sample was selected from among domestic visitors to the ‘2024 Daejeon Bakery Festival’ who resided outside of Daejeon. The survey was conducted online for 14 days from November 1 to 14, 2024 using KakaoTalk and Google. Ultimately, 288 valid questionnaires were used for the analysis. The results of the analysis showed that the experiential quality consisting of escapism, surprise, participation, and fun had a positive effect on perceived value and local image. In addition, perceived value and local image were found to enhance visit intention. This study identified the role of antecedents that can predict tourists’ tourism behavior for local food festivals, and provided implications that can help revitalize festivals and local tourism in terms of experiential marketing.