여행계획성향에 따른 축제만족도와 충성도에 관한 연구－2010 산천어축제와 바우덕이축제 사례를 중심으로－
A Study on Travel Planning Propensity on Festival Satisfaction and Loyalty -Focusing on 2010 Sancheoneo Ice Festival & Baudeogi Festival Case-
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This study was to investigate the influence of travel planning propensity on festival satisfaction and loyalty focused on 2010 Sancheoneo Ice Festival ans Baudeogi Festival. The main study results and implications of empirical analysis on 536 samples as follows; First, “My planning concentrates on the major aspects of the trip such as city and attractions. More specific things like what to do and where to eat are decided during trip.” was most influenced on festival satisfaction and loyalty in Sancheoneo Ice Festival, while “I keep my advance planning to a minimum and leave a lot of room open for spontaneous changes” was most influenced on festival satisfaction and loyalty in Baudeogi Festival. Also, in both cases ”I like to plan my pleasure trips in great detail and do not enjoy changing these plans during the trip.“was not much influenced on festival satisfaction and loyalty. This facts showed that festival operation ability and service on-site were most important, pre-festival promotion was also important though. Second, as for decision-making time for festival visitation, ”2-3 months in advance“was most influenced on festival satisfaction and loyalty in both festivals, while ”Day of Departure“ was not much influenced on festival satisfaction and loyalty. So festival promotion needs to precede 2-3 months ago on and off-line. Third, visitation planning type to Sancheoneo Ice Festival was not meaningfully influenced on festival satisfaction and loyalty. We can find out Sancheoneo Ice Festival was concentrated on ”Sancheoneo Ice Fish“ program, so it’s very important that other event programs need to be developed through this fact. Besides, We can find out the same result in Baudeogi festival as well. So Baudeogi festival’s still short of perception of visitors and concentrated on ”outdoor or watching“ program, so it’s very important that other experiential and indoor programs need to be developed through this fact. Because festival programs are key points deciding visitors’ festival satisfaction, Hawcheon and Anseong image satisfaction and loyalty, festival organizers should improve festival programs(especially night or indoor programs), festival facility(lodging and restaurants) and promotion to get more visitors’ interest in post festival.
Abstract
This study was to investigate the influence of travel planning propensity on festival satisfaction and loyalty focused on 2010 Sancheoneo Ice Festival ans Baudeogi Festival. The main study results and implications of empirical analysis on 536 samples as follows; First, “My planning concentrates on the major aspects of the trip such as city and attractions. More specific things like what to do and where to eat are decided during trip.” was most influenced on festival satisfaction and loyalty in Sancheoneo Ice Festival, while “I keep my advance planning to a minimum and leave a lot of room open for spontaneous changes” was most influenced on festival satisfaction and loyalty in Baudeogi Festival. Also, in both cases ”I like to plan my pleasure trips in great detail and do not enjoy changing these plans during the trip.“was not much influenced on festival satisfaction and loyalty. This facts showed that festival operation ability and service on-site were most important, pre-festival promotion was also important though. Second, as for decision-making time for festival visitation, ”2-3 months in advance“was most influenced on festival satisfaction and loyalty in both festivals, while ”Day of Departure“ was not much influenced on festival satisfaction and loyalty. So festival promotion needs to precede 2-3 months ago on and off-line. Third, visitation planning type to Sancheoneo Ice Festival was not meaningfully influenced on festival satisfaction and loyalty. We can find out Sancheoneo Ice Festival was concentrated on ”Sancheoneo Ice Fish“ program, so it’s very important that other event programs need to be developed through this fact. Besides, We can find out the same result in Baudeogi festival as well. So Baudeogi festival’s still short of perception of visitors and concentrated on ”outdoor or watching“ program, so it’s very important that other experiential and indoor programs need to be developed through this fact. Because festival programs are key points deciding visitors’ festival satisfaction, Hawcheon and Anseong image satisfaction and loyalty, festival organizers should improve festival programs(especially night or indoor programs), festival facility(lodging and restaurants) and promotion to get more visitors’ interest in post festival.
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