축제 서비스품질이 목적지 이미지와 방문객 만족 및 충성도에 미치는 영향
The Effects of Festival Service Quality on Destination Image, Visitor Satisfaction and Loyalty
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초록
This study aimed to empirically study the effect of festival service quality on destination image and visitor satisfaction and loyalty. A survey was conducted on visitors to the Danyang Ondal Cultural Festival in 2022, and as a result of factor analysis, the festival service quality consisted of food and shopping, convenience facility-linked tourism, publicity and information, and programs, and destination image and visitor satisfaction and loyalty, respectively. classified as single-dimensional. As a result of the regression analysis, it was verified that tourism factors associated with programs and convenience facilities had a significant effect on the destination image and visitor satisfaction, while food, shopping, publicity and guidance factors did not have a significant effect. It was found that destination image had a significant effect on visitor satisfaction and loyalty, and visitor satisfaction also had a significant effect on loyalty. In the end, the study found that festival service quality instills a positive image and increases visitor satisfaction, increasing revisit and recommendation intention.
Abstract
This study aimed to empirically study the effect of festival service quality on destination image and visitor satisfaction and loyalty. A survey was conducted on visitors to the Danyang Ondal Cultural Festival in 2022, and as a result of factor analysis, the festival service quality consisted of food and shopping, convenience facility-linked tourism, publicity and information, and programs, and destination image and visitor satisfaction and loyalty, respectively. classified as single-dimensional. As a result of the regression analysis, it was verified that tourism factors associated with programs and convenience facilities had a significant effect on the destination image and visitor satisfaction, while food, shopping, publicity and guidance factors did not have a significant effect. It was found that destination image had a significant effect on visitor satisfaction and loyalty, and visitor satisfaction also had a significant effect on loyalty. In the end, the study found that festival service quality instills a positive image and increases visitor satisfaction, increasing revisit and recommendation intention.
참고문헌 (43)
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