메가이벤트 방문객의 이미지가 만족도와 재방문의사에 미치는 영향에 관한 연구

A Study on the Effects of Mega-Event Image on the Satisfaction and Revisit Intention of Tourist: 2003 Gyeongju World Culture Expo

The purpose of this study is three fold: (1) to explore the image of visitors attending ‘the 2003 Gyeongju World Culture Expo’; (2) to examine any significant relationships between factors of image and demographic variables; and (3) to investigate any significant effects of image factors on visitors’ satisfaction, willingness to revisit and recommend. The results show that four dimensions of image were derived from twenty-two image attributes, using a factor analysis. A correspondence analysis indicates that statistically significant relationships existed between some of image factors with respect to the demographic variables of age and income. A regression analyses also indicate that most of image factors had great impacts on visitors’ satisfaction, willingness to revisit and recommend. The findings of this study will provide mega-event & festival managers with useful implications in planning the effective event programs.