지역문화축제 방문자의 전반적 만족과 재방문의도의 결정요인에 관한 연구

A study on the Visitor’s Satisfaction and Revisit Intension of Regional Culture Festival

The purpose of this study is to measure the factors of determination on visitor’s satisfaction and revisit intention level of the “2011, Incheon Pentaport Rock Festival”. The survey was conducted for visitors who attended the Festival and 392 samples were collected. This research data is analyzed by 4 statistical techniques, which are factor analysis, reliability analysis, correlation analysis and multiple regression analysis by SPSS 18.0 program. As a result, the visitor’s satisfaction is influenced by content of festival, souvenir, food and convenient facilities; revisit intention is influenced by content of festival and food; and revisit intention is influenced by visitor’s satisfaction. Therefore, it was clearly seen that content of festival and food is important factors of the Festival. This study provides policy suggestions that will aid in establishing marketing planning for the managers and directors of regional culture festival.