축제의 체험요소에 따른 방문객 만족이 고객충성도에 미치는 영향
The Effect of Festival Experiential element on Visitors Satisfaction and Customer Loyalty
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This study aims to comprehend the influence of festival experiential elements on festival visitors' satisfaction and customer loyalty. Also, this study tries to suggest implications for festival planning, operating, and marketing through the findings. In order to examine its influence, the survey was performed in Danyang-gun, Chungcheongbuk-do, the 15th Ondal Cultural Festival visitors in the festival period, 7-9 of July, 2011 and only 320 positive samples out of 350 were used. The main study results as follows. First, deviance, playfulness, immersion and placeness of festival experiential elements were statistically significant in affective festival visitors' satisfaction. Second, festival visitors' satisfaction was significant in customer loyalty Finally, this study suggests festival marketers should plan and execute to intensify playfulness and placeness of festival experiential elements.
Abstract
This study aims to comprehend the influence of festival experiential elements on festival visitors' satisfaction and customer loyalty. Also, this study tries to suggest implications for festival planning, operating, and marketing through the findings. In order to examine its influence, the survey was performed in Danyang-gun, Chungcheongbuk-do, the 15th Ondal Cultural Festival visitors in the festival period, 7-9 of July, 2011 and only 320 positive samples out of 350 were used. The main study results as follows. First, deviance, playfulness, immersion and placeness of festival experiential elements were statistically significant in affective festival visitors' satisfaction. Second, festival visitors' satisfaction was significant in customer loyalty Finally, this study suggests festival marketers should plan and execute to intensify playfulness and placeness of festival experiential elements.
참고문헌 (36)
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