본문 바로가기
KERD
논문KCI 등재

The Impact of Festival Experiential Attributes on Millennial Visitors’ Happiness, Festival Attachment, and Loyalty

전상미
한국마이스관광학회 (Korea MICE Tourism Society)|2020.12|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제20권 제4호|pp. 121-139|DOI 10.35176/JMTR.20.4.7

0

조회

0

다운로드

6

인용

0

참고문헌

키워드

충성도축제Loyalty행복감FestivalHappinessMillennialFestival Experience AttributesFestival Attachment밀레니얼세대축제경험속성축제애착

초록

The purpose of this study is to identify the cultural festival experiential attributes, and to examine the impact of these festival experiential attributes on Millennial festival visitors’ behaviors such as happiness, festival attachment, and festival loyalty. A research model was proposed based on the previous studies and the mode was tested with data from 256 Millennial festival visitors at the cultural festival. Exploratory factor analysis was conducted and identified entertainment, escape, education, and esthetic as cultural festival experiential attributes. Subsequent confirmatory factor analysis and structural equation modelling analysis revealed that two of four festival experiential attributes (i.e., entertainment and escape) play significant roles in inducing Millennial festival visitors’ happiness, festival attachment, and loyalty. The findings of this study will help festival practitioners who wish to enhance experiential offerings according to the tastes and preference desired by Millennial festival visitors.

Abstract

The purpose of this study is to identify the cultural festival experiential attributes, and to examine the impact of these festival experiential attributes on Millennial festival visitors’ behaviors such as happiness, festival attachment, and festival loyalty. A research model was proposed based on the previous studies and the mode was tested with data from 256 Millennial festival visitors at the cultural festival. Exploratory factor analysis was conducted and identified entertainment, escape, education, and esthetic as cultural festival experiential attributes. Subsequent confirmatory factor analysis and structural equation modelling analysis revealed that two of four festival experiential attributes (i.e., entertainment and escape) play significant roles in inducing Millennial festival visitors’ happiness, festival attachment, and loyalty. The findings of this study will help festival practitioners who wish to enhance experiential offerings according to the tastes and preference desired by Millennial festival visitors.

참고문헌 (62)

  1. 강연심, "장미축제 브랜드 활성화 방안 연구-서울장미축제를 중심으로", 상품문화디자인학연구, (62), pp.215~227 (2020), 한국상품문화디자인학회
  2. 김문규, "저가항공사 서비스품질과 고객의 지각된 가치, 태도 및 충성도 간의 영향관계 연구", 관광산업연구, 9(2), pp.23~41 (2015), 관광산업연구소
  3. 김민형, "중요도-성취도 분석을 활용한 축제 서비스품질의 평가에 관한 연구: 문화예술축제와 생태자연축제의 비교를 중심으로", MICE관광연구, 20(2), pp.7~21 (2020), 한국마이스관광학회[DOI]
  4. 김성수, "복합쇼핑몰 내 외식업체 이용고객의 경험가치가 소비자 행복, 점포애착, 점포충성도에 미치는 영향", Culinary Science & Hospitality Research, 24(5), pp.67~77 (2018), (사)한국조리학회[DOI]
  5. "대한민국 축제 브랜드 숫자만 많고 볼 거는 없다" (2019), 브랜드타임즈[URL]
  6. 서철현, "문경 전통찻사발축제에 대한 브랜드 인식이 브랜드 이미지, 브랜드 몰입과 브랜드 충성도에 미치는 영향", 관광연구, 25(1), pp.167~184 (2010), 대한관광경영학회
  7. 안광호, "제품편익이 브랜드 애착과 브랜드 몰입에 미치는 영향: 제품유형과 자기감시성의 조절적 효과", 소비자학연구, 19(1), pp.169~189 (2008), 한국소비자학회
  8. 양승필, "생태관광의 브랜드 가치가 관광목적지 이미지와 행동의도에 미치는 영향", 관광연구, 31(8), pp.165~185 (2016), 대한관광경영학회[DOI]
  9. 오선영, "축제에서의 체험이 브랜드 태도, 만족도 및 행동의도에 미치는 영향: 이천쌀 문화축제를 중심으로", 관광레저연구, 23(3), pp.7~22 (2011), (사)한국관광레저학회
  10. 오선영, "축제에서의 체험활동이 참가자의 심리적 행복감에 미치는 영향", 동북아관광연구, 9(4), pp.189~206 (2013), 동북아관광학회
  11. 이은영, "개최지이미지와 지역축제 브랜드가 비 연고성 소재를 활용한 축제성과에 미치는 영향: 서울대공원 장미원 축제를 중심으로", 관광연구저널, 32(2), pp.35~50 (2018), 한국관광연구학회[DOI]
  12. 이애리, "특1급 호텔의 브랜드 개성과 자아일치성, 브랜드 충성도와의 구조적 관계 연구 : 서울시내 특1급 호텔 중심으로", MICE관광연구, 17(1), pp.115~130 (2017), 한국마이스관광학회
  13. 이훈, "축제체험의 개념적 구성모형", 관광학연구, 30(1), pp.29~46 (2006), 한국관광학회
  14. 전상미, "지역축제 방문객의 자아일치감, 브랜드동일시 및 라이프스타일 일치감이 축제브랜드 애착과 충성도에 미치는 영향", MICE관광연구, 19(4), pp.43~58 (2019), 한국마이스관광학회[DOI]
  15. 조태영, "지역축제 방문객의 방문동기에 따른 지역축제 이미지가 만족에 미치는 영향 - 금산 인삼축제 방문객을 중심으로 -", 관광연구, 26(1), pp.421~440 (2011), 대한관광경영학회
  16. 한숙영, "관광마케팅모델의 진화 : 서비스에서 체험으로", 대한관광경영학회 학술대회 발표논문집, pp.21~36 (2006)
  17. 허철무, "스포츠 브랜드애착과 소비자행복 및 브랜드충성도의 구조적 관계", 한국체육학회지, 57(5), pp.213~224 (2018), 한국체육학회
  18. Bagozzi, R. P., "On the evaluation of structural equation models", Journal of The Academy of Marketing Science, 16(1), pp.74~94 (1988)
  19. Barbosa, B., "Entornos creativos, empleados felices: Una ventaja competitiva en la gestión empresarialy territorial", pp.75~90 (2017), Uno Editorial
  20. Beldona, S., "Online travel purchase behavior of generational cohorts : a longitudinal study", Journal of Hospitality Marketing &Management, 18(4), pp.406~420 (2009)
  21. Benckendorff, P., "Tourism and generation Y" (2010), CABI Publishing
  22. Bernini, C., "Demographic change, tourism expenditure and life cycle behaviour", Tourism Management, 47, pp.191~205 (2015)
  23. Bettingen, J. F., "Can brands make us happy? A research framework for the study of brands and their effects on happiness", Advances in Consumer Research, 36, pp.308~315 (2009)
  24. Bowlby, J., "The making and breaking of affectional bondsII, some principles of psychotherapy : The fiftieth maudsley lecture(expanded version)", The British Journal of Psychiatry, 130(5), pp.421~431 (1977)
  25. Burroughs, J. E., "Materialism and well-being : A conflicting values perspective", Journal of Consumer Research, 29(3), pp.348~370 (2002)
  26. Byrne, B. M., "Structural Equation Modeling with LISREL, PRELIS and SIMPLIS. Basic Concepts, Applications and Programming" (1998), Lawrence Erlbaum Associates
  27. Census Bureau, "Millennials Outnumber Baby Boomers and are far more Diverse", ~ (2015)
  28. Chaudhuri, A., "The chain of effects from brand trust and brand affect to brand performance : the role of brand loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)
  29. Chen, C. F., "How destination image and evaluative factors affect behavioral intentions?", Tourism management, 28(4), pp.1115~1122 (2007)
  30. Felsenstein, D., "Local festivals and tourism promotion : The role of public assistance and visitor expenditure", Journal of Travel Research, 41(4), pp.385~392 (2003)
  31. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of marketing Research, 18(1), pp.39~50 (1981)
  32. Getz, D., "Why festivals fail", Event Management, 7(4), pp.209~219 (2002)
  33. Hair, J. F. Jr., "Multivariate Data Analysis" (1998), Prentice Hall
  34. 한지수, "디저트카페의 소비경험이 만족과 소비자 행복에 미치는 영향", Culinary Science & Hospitality Research, 23(5), pp.12~24 (2017), (사)한국조리학회[DOI]
  35. Howell, R. T., "The mediators of experiential purchases : Determining the impact of psychological needs satisfaction and social comparison", The Journal of Positive Psychology, 4(6), pp.511~522 (2009)
  36. Iwasaki, Y., "A path analytic model of the relationships between involvement, psychological commitment, and loyalty", Journal of Leisure Research, 30(2), pp.256~280 (1998)
  37. Jacoby, J., "Brand loyalty: Measurement and management" (1978), Wiley
  38. Jones, M, "Sustainable event management: A practical guide" (2014), Earthscan
  39. 김성수, "복합쇼핑몰 내 외식업체의 체험과 만족, 소비자행복, 관계지속의도 간 관계", Culinary Science & Hospitality Research, 24(4), pp.115~126 (2018), (사)한국조리학회[DOI]
  40. 김유경, "서비스 고객의 소비경험과 행복 및 점포애착, 관계지속의도간의 관계에 관한 연구", 외식경영연구, 19(5), pp.33~60 (2016), 한국외식경영학회
  41. Lee, J., "The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination", Journal of Travel Research, 51(6), pp.754~767 (2012)
  42. Li, X., "The application of generational theory to tourism consumer behavior : An American perspective", Tourism Management, 37, pp.147~164 (2013)
  43. Long, P. T., "The economic impact of rural festivals and special events : Assessing the spatial distribution of expenditures", Journal of Travel Research, 28(4), pp.10~14 (1990)
  44. Manthiou, A., "The experience economy approach to festival marketing : Vivid memory and attendee loyalty", Journal of Services Marketing, 28(1), pp.22~35 (2014)
  45. Mehmetoglu, M., "Pine and Gilmore's concept of experience economy and its dimensions : An empirical examination in tourism", Journal of Quality Assurance in Hospitality & Tourism, 12(4), pp.237~255 (2011)
  46. Mogilner, C., "How happiness affects choice", Journal of Consumer Research, 39(2), pp.429~443 (2012)
  47. Morgan, M., "What makes a good festival? Understanding the event experience", Event Management, 12(2), pp.81~93 (2008)
  48. Park, C. W., "Beyond attitudes : Attachment and consumer behavior", Seoul National Journal, 12, pp.3~36 (2006)
  49. Patterson, I. R., "Marketing the leisure experience to baby boomers and older tourists", Journal of Hospitality Marketing & Management, 18(2), pp.254~272 (2009)
  50. Pine, B. J., "The experience economy: work is theatre & every business a stage" (1999), Harvard Business Press
  51. Prebensen, N. K., "Creating experience value in tourism", pp.1~10 (2014), CAB International
  52. Quan, S., "Towards a structural model of the tourist experience : An illustration from food experiences in tourism", Tourism Management, 25(3), pp.297~305 (2004)
  53. Rivera, M., "The five E's in festival experience in the context of Gen Y : Evidence from a small island destination", Revista Española de Investigación de Marketing ESIC, 19(2), pp.95~106 (2015)
  54. Rosenzweig, E., "Buyer's remorse or missed opportunity? Differential regrets for material and experiential purchases", Journal of Personality and Social Psychology, 102(2), pp.215~223 (2012)
  55. Rubinstein, R. I., "Attachment to place and the representation of the life course by the elderly" (1992), Springer
  56. Schultz, S. E., "These are a few of my favorite things : Toward an explication of attachment as a consumer behavior construct", Advances in Consumer Research, 16(1), pp.359~366 (1989)
  57. Schmalz, S., "Brand attachment and consumer emotional response to unethical firm behavior", Psychology & Marketing, 29(11), pp.869~884 (2012)
  58. Siegel, D. J., "Mindsight and the mechanisms beneath social and emotional intelligence:What neuroscience teaches about the interconnectedness of development, environment, and happiness", The UC Berkeley Ph. D. Program in School Psychology 42nd Annual Conference (2009)
  59. Thomson, M., "The ties that bind : Measuring the strength of consumers’ emotional attachments to brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)
  60. Tucker, P., "Teaching the millennial generation", The futurist, 40(3), pp.7~ (2006)
  61. Turner, L. W., "Shopping satisfaction for domestic tourists", Journal of Retailing and Consumer Services, 8(1), pp.15~27 (2001)
  62. Zemke, R., "Generations at work: Managing the clash of Veterans, Boomers, Xers, and Nexters in your workplace" (2000), AMACOM

관련 논문AI추천

Effect of Festival Experiential Attributes on Generation Y Participants’ Emotional and Behavioral Loyalty전상미한국마이스관광학회 · MICE관광연구2016 · 제16권 제4호축제 평가 속성과 축제 만족도에 관한 연구: 대한민국 우리 술 대축제를 대상으로박슬기, 백운일, 심성우한국외식산업학회 · 한국외식산업학회지2015 · 제11권 제2호축제 핵심프로그램의 감성편익과 상징편익이 축제애착도와 충성도에 미치는 영향 연구김창수, 하정우관광경영학회 · 관광경영연구2018 · 제22권 제4호A Study on the Influence Factors of Attendee Loyalty of Strawberry Music Festival박병규, 진수천인문사회 21 · 인문사회 212022 · 제13권 제6호The Relationship between the impact of Alleyways Festival Attributes on Visitors’Satisfaction and Loyalty in Gamcheon Culture Village, Busan여호근, 이연우관광경영학회 · 관광경영연구2018 · 제22권 제5호Theme park experience: An analysis of experiential value, trust, happy, satisfaction, and loyalty김성은한국IT정책경영학회 · 한국IT정책경영학회 논문지2020 · 제12권 제5호

이 간행물의 다른 논문 (11건)

그린축제 속성이 축제 이미지 및 재방문 의도에 미치는 영향이수연, 김우혁, 김민주pp. 7-194차산업혁명 기술이 호텔기업 및 직무역량에 미치는 중요도 및 영향 관계한진영, 이애리pp. 21-37제주 관광의 장기 수요변화 특성과 수요예측에 관한 연구최병길, 박은경, 김영남pp. 39-57APT 하드 래더링 기법을 적용한 카지노 방문객의 가치체계 분석서미옥, 윤성욱pp. 59-77전시컨벤션센터의 전시장 수요면적 추정과 장기 과부족에 대한 연구정득, 조창익pp. 79-98
원문 보기