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The Effect of Festival Staff’s Communication Style on Visitor’s Satisfaction, Brand Trust, and Behavioral Intentions

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한국마이스관광학회 (Korea MICE Tourism Society)|2018.12|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제18권 제4호|pp. 57-76|DOI 10.35176/JMTR.18.3.4

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키워드

만족도Satisfaction신뢰Trust축제행동의도FestivalBehavioral IntentionsCommunication Style커뮤니케이션스타일

초록

The purpose of this study is to examine the optimal communication style for maximizing festival participants’ satisfaction, brand trust, and future behavioral intentions. By integrating the derived theoretical hypotheses, a research model was proposed and then tested utilizing data collected from 264 recreational programs participants at the local festival. The results of data analysis revealed that festival staff’s trustworthy-cooperative communication style bear a positive impact on participants' satisfaction, while control communication style bears a negative impact. It was also found that the festival staff's communication style plays a critical role in inducing participants' satisfaction, brand trust, and future behavioral intentions. The key theoretical and managerial implications of these findings are discussed in the latter part of this article.

Abstract

The purpose of this study is to examine the optimal communication style for maximizing festival participants’ satisfaction, brand trust, and future behavioral intentions. By integrating the derived theoretical hypotheses, a research model was proposed and then tested utilizing data collected from 264 recreational programs participants at the local festival. The results of data analysis revealed that festival staff’s trustworthy-cooperative communication style bear a positive impact on participants' satisfaction, while control communication style bears a negative impact. It was also found that the festival staff's communication style plays a critical role in inducing participants' satisfaction, brand trust, and future behavioral intentions. The key theoretical and managerial implications of these findings are discussed in the latter part of this article.

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