해양관광축제 방문객의 체험요소, 방문만족도, 행동의도에 관한 연구

An Analysis of Effect Relations among Experience Factors, Tourist Satisfaction and Behavioral Intention of Visitors to Maritime Festival

This study is intended to analyze the effect relations among experience factors, tourist satisfaction, and behavioral intention of visitors to maritime festivals, and find a way to activate maritime festivals. To achieve the purpose, this researcher conducted a questionnaire survey on participants of the maritime festival. The results are as follow, Firstly, as a result of conducting factors analysis. 4 factors explained namely escape, education, esthetic and entertainment in visitor’s experience. Second, as the result of empirical analysis, festival experience factors were found to have positive(+) effects on the degree of satisfaction and behavioral intention. Third, the experience factors of local festivals were found to have significant correlations with behavioral intention. Conclusively, the higher the perceived value of the maritime festival participants, the more impact it had on the tourism behavior’s intentions.