해양관광축제 방문객 참가동기가 관광객 만족도와 행동의도에 미치는 영향에 관한 연구

The Impact of Marine Tourism Festival Visitors' Participative Motivation on Tourist Satisfaction & Behavior Intention

The study mainly focused on analysing the impact of the participant's motivation on tourist satisfaction and behavior intention by marine festival. We collected questionnaires from the visitors of the '18th To the sea, to the world festival'. A total of 450 questionnaires were distributed on the Geoje region site and 411 were collected. Of these, 399 questionnaires were used for data analyses excluding questionnaires with missing values. In the test used for our hypothesis, we employed frequency analysis, factor analysis, and regression analysis. The study findings suggest the following: 1. The participative motivation of marine tourists' were divided into four factors(new experiences, escape, regional culture, family -oriented). 2. In the relationship between participative motivations and satisfaction, the participative motivations positively effects on the satisfaction. Especially, new experiences, family-oriented factors have significant influence between participative motivations and satisfaction. 3. In the relationship between participative motivations and behavioral intentions(revisit intention, recommendation intention) the participations' motivations positively effects on the behavioral intentions. 4. In the relationship between satisfaction and behavioral intentions, the satisfaction positively effects of the behavioral intentions.