지역축제 참가업체의 서비스 공급 행태와 경제적 효과에 관한 연구

Evaluating Service Supplier of Local Cultural Festival: Service Quality and Profitability

Cultural events or festivals became important as an instrument for the mobilization of tourism and the promotion of local economy. In this respect, there are more than five hundreds local festivals in korea, which are promoted in order to merchandise local cultural festivals as worldwide tourists attraction by the local and central government. But they have been ill-managed by festival suppliers. In this context, this study was tried to evaluate Local Cultural Festival with focusing on opportunity quality of festival suppliers on the effect of service quality, and come up with suppliers` marketing strategies for tourist-oriented service quality. It is intended (1) to explore the role and impact of service suppliers attending the Yeongdeok Local Cultural Festival; (2) to examine any significant relationship quality in services selling; (3) to measure the impact of service quality on profitability; and (4) to investigate any significant effects of service quality on attractions on the local tourism development. These are exemplified by 111 festival service firms experience. The findings of this study will provide festival managers with useful implication in festival service marketing and management.