문화관광축제 개최지의 서비스 품질, 장소애착심과 충성도에 관한 인과관계 연구
A Study on the Causal Model of Service Qulity, Place Attachment and Destination Loyalty in the Cultural Festival
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축제는 세계적인 현상이다. 이러한 축제의 수가 증가하고 성장함에 따라 지역주민들과 축제기획자들은 문화적 현상과 더불어관광학적 관점에서 축제를 관망하기 시작하였으며, 또한 지역주민과 지역자치 단체에게 경제적 이익을 가져다 줄 수 있는 매력물의하나로서 인식하기 시작하였다. 축제를 통하여 지역주민의 혜택을 생산해 내기 위해서는 무엇보다 먼저 축제 기획자들은 방문객들의재 방문을 이끌 수 있는 요소가 무엇인지를 파악하여야 한다. 이 연구는 지역 축제의 충성도에 영향을 줄 수 있는 요소, 즉, 축제의 서비스 품질과 방문객들의 장소 애착심과의 인과관계를 조사한 것이다. 이와 같은 관계를 이해하기 위하여 2004년 제주에서 개최되는유채꽃 벚꽃 축제에서 3일간 설문조사를 수행하였다. 2개의 가설이 수립되어 졌는데, 첫째는 축제에서 제공되는 서비스 품질은 방문 의향과 구전에 통계학적으로 유의한 영향을 미치고 있음을 보여주었다.
Abstract
The primary purpose of this study was to examine the relationships betweenservice quality, place attachment and destination loyalty in the local festival field. Samplingwas conducted at the Flower Blossom Festival in Juju, 2004. Data were collected throughon-site surveys by face-to-face interview for three days-between April 4th and April 6th.Data analyses were carried out by using structural equation model. Two hypotheses weretested to represent the relationships between exogenous and endogenous variables. Theexogenous variable selected for this study is service quality. Endogenous variables areplace attachment and destination loyalty. The findings provided a supported structuralmodel of the relationships between service quality, place attachment and loyalty. Festivalvisitors who perceive high service quality tend to have high place attachment that leads tothe intention to revisit and positive word-of-mouth to others. The results of this studysuggest that festival managers need to understand visitors perception of service quality,place attachment in order to better predict their destination loyalty.
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