地域祝祭의 서비스品質이 成果 및 行動意圖에 미치는 影響 硏究

The Study of Effect Analysis on the Service Quality, Performance and Behavior Intention of Local Festival : 2011 Okcheon Grape Festival

This study is to analyze how Service Quality affect performance and behavior intention. It is based on the local festival which is on the increase in numbers because it is used as a tool for local development. According to the result of the performance variant analyses, there were five factors: Program, indigenous products, administration, information, enjoyment, and food. Performance variants which influence general performance are program, administration, indigenous products, information and enjoyment except programs with positive effect, according to regression analysis. In addition, the variants which had influence on revisit and recommendation intention were program, administration, indigenous product, and enjoyment, above all, especially indigenous product and enjoyment. Therefore, when an indigenous product festival is held on the theme of local products, it is important to pay attention to the high quality, various kinds, and proper price for visitors' revisit and recommendation intention. Accordingly, it is expected that the interest and variety of the festival and the constitution of experience program are very important factors. In conclusion, local festival on the basis of indigenous products influenced positively marketing the other products except the related one. Especially, it caused the ripple effect of the local economy with local people ’s income creation and enforcing the image of the district and marketing. Furthermore, it is necessary to choose performance items properly and focus on concentrative efforts to them for successful festival.