역사축제 속성, 지각된 가치, 고객만족, 재방문의도 간의 관계

The Relationship among Historical Festival Attributes, Perceived Value, Customer Satisfaction, and Revisit Intention : Focused on TongYoung Hansan Deachoup Festival

Local historical festival can provide opportunities for attendees to have memorable experiences and for local governments to induce new income into their economies through increased tourism. The purpose of this paper is to investigate the relationship among historical festival attributes, perceived value, customer satisfaction, and revisit intention and to provide the implications of tourism marketing related to Tongyoung Hansan Deachoup festival. The results of this study are as follows. First, attractiveness, convenience, and affinity of festival attributes affect positively perceived value except identity. Second, attractiveness and affinity affect positively customer satisfaction except identity and convenience. Third, perceived value affects positively customer satisfaction and revisit intention. Fourth, customer satisfaction affects positively revisit intention. Therefore, managers should develop festival attributes to enhance revisit intention.