The Moderating Effect of Past Visit Experience on Festival Service Quality, Satisfaction and Behavioral Intentions: A Case of Jinju Namgang Yudeung Festival
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The study examined the moderating effect of past visit experience on the relationships among festival service quality, festival satisfaction and behavioral intentions. The results showed that for repeat group, quality of festival food and product, festival convenient facilities had no impacts on festival satisfaction, while the impacts of the factors existed on festival satisfaction in first-time group. The effect of accessability and information providing on festival satisfaction existed in both first-time and repeat groups, however, the strength of the relationship showed a difference in two groups with larger effect in first-time group than in repeat group. On the other hand, the result found that there was a strong relationship between festival satisfaction and behavioral intention in both first-time and repeat groups.
Abstract
The study examined the moderating effect of past visit experience on the relationships among festival service quality, festival satisfaction and behavioral intentions. The results showed that for repeat group, quality of festival food and product, festival convenient facilities had no impacts on festival satisfaction, while the impacts of the factors existed on festival satisfaction in first-time group. The effect of accessability and information providing on festival satisfaction existed in both first-time and repeat groups, however, the strength of the relationship showed a difference in two groups with larger effect in first-time group than in repeat group. On the other hand, the result found that there was a strong relationship between festival satisfaction and behavioral intention in both first-time and repeat groups.
참고문헌 (41)
- derson, J. Cris, "Structural Equation Modeling Practice: A Review and Recommendation Two-step Approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
- Bagozzi, Richard P, "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16, pp.74~97 (1988)
- Baker, David A, "Quality, Satisfaction and Behavioral Intentions", Annals of Tourism Research, 27(3), pp.785~804 (2000)
- Brady, Michael K, "Performance-only Measurement of Service Quality: A Replication and Extension", Journal of Marketing Research, 30, pp.7~27 (2002)
- Cronin, J. Joseph, "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, 56, pp.55~68 (1992)
- Crompton, John L, "Motives of Visitors Attending Festival Events", Annals of Tourism Research, 24(2), pp.425~439 (1997)
- Derrett, Ros, "Festival, Events and the Destination in Festival and events management: An international arts and culture perspective" (2004), Elsevier Limited
- Fakeye, Paul C, "Image Differences Between Prospective of First-time and Repeat Visitors to the Lower Rio Grande Valley", Journal of Travel Research, 30(2), pp.10~16 (1991)
- Getz, Donald, "Festival, Special Events ,and Tourism" (1991), Van Nostrand Reinhold
- Gitelson, Richard J, "Insights into the Repeat Vacation Phenomena", Annals of Tourism Research, 111(2), pp.10~16 (1984)
- Howat, Gary, "The Relationships Between Service Problems and Perceptions of Service Quality, Satisfaction and Behavioral Intentions of Australian Public Sports, and Leisure Center Customers", Journal of Park and Recreation Administration, 17, pp.42~64 (1999)
- Jeong, Gang-Hoan, "Tourism Event. Monthly Event", ~ (2004)
- 정강환, "A Comparative Study Between First-time Visitors and Repeat Visitors to Cultural Tourism Festival: Focused on Boryeong Mud Festival", 관광·레저연구, 20(3), pp.271~285 (2008), 한국관광.레저학회
- Lau, Andy L. S, "Exploration Versus Acquisition: A Comparison of First-time and Repeat Visitors", Journal of Travel Research, 42(3), pp.279~285 (2004)
- Lee, Joo-Hyun, "The Relationships Among Service Quality, Satisfaction and Future Intention for First-time and Repeat Visitors in a Festival Setting", Event Management, 10(3), pp.197~208 (2007)
- Lee, Joo-Hyun, "Service Quality, Satisfaction and Behavioral Intention Among Forest Visitors", Journal of Travel and Tourism Marketing, 17(1), pp.73~82 (2004)
- Loveman, Gary, "Employee Satisfaction, Customer Loyalty, and Financial Performance: An Empirical Examination of the Service Profit Chain in Retail Banking", Journal of Service Research, 1(1), pp.18~31 (1998)
- Manis, Melvin, "Judging Psychopathology: Expectation and Contrast", Journal of Experimental Social Psychology, 20, pp.363~381 (1984)
- Manning, Ricky, "Studies in Outdoor Recreation: Search and Research For Satisfaction" (1999), OSU Press
- Marian, H. Wooten, "Differences in Arts Festival Visitors Based on Level of Past Experience", Event Management, 11(3), pp.109~120 (2008)
- McKercher, Bob, "Understanding Tourism Behavior: Examining the Combined Effects of Prior Visitation History and Destination Status", Journal of Travel Research, 43(2), pp.171~179 (2004)
- Oh, Haemoon, "Moderating Effects of Travel Purpose and Past Experience on the Relationship Between Product Performance and Lodging Repurchase", Journal of Hospitality and Leisure Marketing, 11, pp.139~158 (1996)
- Oppermann, Martin, "First-time and Repeat Visitors to New Zealand", Tourism Management, 18(3), pp.177~181 (1997)
- Oppermann, Martin, "Destination threshold potential and the law of repeat visitation", Journal of Travel Research, 37(2), pp.131~137 (1998)
- Parasuraman, A, "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, 49, pp.41~50 (1985)
- Parasuraman, A, "SERQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, 64, pp.12~40 (1988)
- Petrick, James F, "First Timers' and Repeaters' Perceived Value", Journal of Travel Research, 43(1), pp.29~38 (2004)
- Petrick, James F, "An Examination of the Determinants of Entertainment Vacationers' Intentions to Revisit", Journal of Travel Research, 40(1), pp.41~48 (2001)
- Pyo, SungSoo, "Implications of Repeat Visitor Patterns: The Cheju Island Case", Tourism Analysis, 3, pp.181~187 (1998)
- Schneider, Benjamin, "Service Quality: Research Perspective" (2004), Sage
- Scott, David, "A Comparison of Visitors' Motivations to Attend Three Urban Festivals", Festival Management and Event Tourism, 3(3), pp.121~128 (1996)
- 송재일, "지역축제 방문객의 방문경험에 따른 동기와 만족에 관한 연구: 최초방문객과 재방문객의 비교", 관광연구, 19(2), pp.177~191 (2004), 대한관광경영학회
- Sonmez, Sevil F, "Determining Future Travel Behavior From Past Travel Experience and Perceptions of Risk and Safety", Journal of Travel Research, 37, pp.171~177 (1998)
- Tian-Cole, Shu, "An Empirical Investigation of the Relationships Between Service Quality, Satisfaction and Behavioral Intentions Among Visitors to a Wildlife Refuge", Journal of Marketing, 57, pp.18~34 (2002)
- Um, Seoho, "Antecedents of Revisit Intention", Annals of Tourism Research, 33(4), pp.1141~1158 (2006)
- Webb, Willam Michael, "Prior Experience and Expectation in the Context of Crowding", Journal of Personality and Social Psychology, 65(3), pp.512~521 (1993)
- Xiang, Li, "A Systematic Comparison of First-time and Repeat Visitors Via a Two-phase Online Survey", Tourism Management, 29(2), pp.278~293 (2008)
- Yanglae, Jang, "A Comparative Study of Local Festival Motivation, Satisfaction Estimate, Behavioral Intentions and Local Culture Perception: The Case of First Time Visitor and Repeated Visitor", Research of Tourism Management, 11(1), pp.167~191 (2007)
- Yoon, Yooshik, "An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model", Tourism Management, 26(1), pp.45~56 (2005)
- Yuksel, Atila, "Managing Customer Satisfaction and Retention: A Case of Tourist Destinations, Turkey", Journal of Vacation Marketing, 7(2), pp.2~22 (2000)
- Zeithaml, Valarie A, "The Nature and Determinants of Customer Expectations of Service", Journal of Academy of Marketing Science, 21(1), pp.1~12 (1993)
