축제 평가속성이 방문객 만족과 충성도에 미치는 영향연구

Effects of An Festival Microscopic Appraisal Attribute on Visitor’s Satisfaction and Royalty

This study aims to elicit evaluation attributes of local festivals and which attributes influence upon satisfaction and loyalty of visitors to the festivals, and how satisfaction of visitors influences upon their loyalty and intention to revisit, ultimately in order to contribute to boosting competitiveness of festive events of local provinces. This study, in particular, delves into which one, among evaluation factors, give satisfaction to visitors, and what influences satisfied visitors have upon intention to revisit, recommendation to other people, and spread by word of mouth, with a view to coming up with suggestions to local festive events to satisfy tourists. First, the study has finally elicited seven evaluation factors of local festivals, all of which have been found to have influences upon satisfaction of visitors. Second, it has been found that the seven factors have influences upon word of mouth and intention to suggest, but no influences upon performance events. Accordingly, all those factors including traffic conditions, eateries, shopping, tourism/things to see, services, convenient facilities, and contents of festive events have influences upon intention to suggest to others, and it implies that local festive events should be comprehensively and thoroughly prepared. As for satisfaction, the survey result has showed that satisfaction partially influenced upon loyalty and intention to revisit, and the satisfaction to select a festival, among other satisfaction factors, has influences both on loyalty and intention to revisit. Contrary to previous studies showing that high general satisfaction has influence on loyalty and intention to revisit of visitors to festivals, the result was dismissed in this study. Visitors with high satisfaction do not always revisit the festive events or intend to recommend, and even unsatisfied visitors can be attracted to the event through various publicity and advertisement activities. Third, in terms of general traits and behavioral traits, it has been found that 53.2 percent of all visitors to the festival came from far distant places, higher those from Sunchon city or Gwangyang city, showing that the Gala event has obtained higher recognition than other provincial events. Considering that there are many tourists solely for enjoying leisure or taking rest, the festival should provide diversified things to see, and unique things taking advantage of natural distinction of Gwangyang Maehwa Gala. Publicity and advertisement should take into account the fact that many visitors came to know the event through recommendation from others and mass media. In addition, the internet which gains mounting users should be effectively adopted in publicity activities.