祝祭 프로그램滿足度와 後續行動意圖 硏究

Satisfaction and Future Behaviors' Intentions on the Festival Programs : the Case of 2009 Nonsan Strawberry Festival

This research focused on the differences of 6 programs satisfaction and future behaviors by Nonsan Strawberry Festival visitors. In addition, the study examined the relationship of satisfaction and future behaviors. Through the literature review, three hypotheses are proposed and all adopted. The hypotheses are tested by Chi-Square, t-test, ANOVA and regression analysis. The results show that more visited festivals are more satisfied with the festival programs. The results also reveal that, among other things, respondents' demographic characteristics, preference types of festival and program, transportation type for festival, and amount of personal expenditures during the festival. Finally, some limitations and outlines for future research are suggested, and the results' implications for festival managers especially local festival managers who have lacking tourism resources are briefly discussed.