祝祭의 프로그램과 品質이 滿足 및 態度, 成果에 미치는 影響

Influences of Festival Program and Quality on Satisfaction, Behavioral Intentions and Performance: the case of “2010 Hongseong Naepo Festival”

It has been frequently discussed in previous research that festival quality, but a few has been tried to find what relationships are between festival program and quality. This study examines the relationships between festival program, quality, satisfaction, behavioral intentions, and performances. Five hypotheses were proposed based on positive relationships among the variables and survey data were collected at a 3-day open gated Hoseong Naepo Festival. Factor analysis was employed to condense the domains of festival programs and quality, and regression analysis was conducted to verify the established hypotheses. The results showed that all hypotheses were adopted. This study provides some insights into the development of festival quality, and further explores the relationships between variable factors, and the implications of this research provide practitioners with particular attributes that can be managed to promote the success of a festival.