慶州世界文化엑스포 訪問客의 祝祭滿足이 在訪問意圖와 口傳意思에 미치는 影響分析

Impact Analysis on the Oral Tradition Intention and the Revisit Intention by the Festival Satisfaction: Gyeongju World Culture Expo 2011

This study examined the relationships among festival satisfaction, revisit intention, and oral tradition intention. The objects of empirical investigation was visitors of Gyeongju World Culture Expo, 2011. The results showed that the satisfaction of festival satisfaction was consist of different sub-satisfaction elements such as experience, shopping, and event. When experience satisfaction increased 1 level, the possibility of revisit intention went up 1.45 times and that of oral tradition raise 2.27 times. Likewise, when event satisfaction increased 1 level, revisit intention and oral tradition intention also increased 1.93 times and 1.44 times each. Based on this result, we argued that there is needs of marketing strategy in relation to experience and event contents for sustainable growth of Gyeongju World Culture Expo.