군단위 농촌지역의 스포츠이벤트에서 서비스품질 만족이 지역 이미지와 재방문의사에 미치는 영향

Effect of Satisfaction with Service Quality of County Level Local Sport Event on Local Image and Re-Visit Intention

The service quality and image are a central factor in understanding tourists destination choice. Existing literature suggests that sport event and destination image could interact to influence tourism behaviours. The purpose of this study was to identify the factors influencing local im age and re-visit intention in the 68th Chungcheongnam-do Provincial Sport Event held in Yesan city. The results of the study are as follows; First, as a result of factor analysis on the satisfaction with the sports event composed of 17 items, three factors were categorized, which were ‘event management’, ‘event facility’ and ‘supporting facilities’. Second, satisfaction with local event had a positive effect on local image. Especially, satisfaction with event management had greater effect on local im age than event facilities and supporting facilities. Third, as satisfaction with local event had positive effect on re-visitation intention, satisfaction with sports event had positive effect on the success of the sport event itself and re-visitation in tention for the region. Fourth, as local im age had a positive effect on re-visitation intention, strategic approaches to linking factors of tourism are required to attract visitors in addition to sports events.