Service quality in local festivals is a crucial for visitors satisfaction. The study aims to identify the factors to in fluence visitors satisfaction in local festival. A field survey was used to collect data from 206 visitors to the Yesan Apple Festival in South Korea. The results showed that the program and products, staff, and landscape factors could significantly has a significant on visitors’ overall satisfaction, whereas facility factor don not influence significantly. The study suggested that festival managers should allocate their marketing resources for the program and products, staff, and landscape factors to increase the visitors’ perception of service quality. This study encourages festival managers to provide high level of festival quality to consider extension effects of the festival experiences from long-term perspectives.
1. 서론
2. 선행연구
3. 연구방법
4. 연구결과
5. 결론
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