레저스포츠축제 참가자의 몰입이 만족 및 추천의도에 미치는 영향

The Effect of Leisure Sports Festival Flow on Tourist s Satisfaction and Recommendation Intention

In the 4th industry and fusion era, leisure sports have been used in various fields and are expanding to new areas. Local festivals are also expanding the attractiveness of high-value leisure sports tourists by developing content utilizing leisure sports. Therefore, this study aims to present a successful marketing strategy of Leisure Sports Festival through empirical research on festival visitors using leisure sports. The purpose of this study is to investigate the cause-and-effect relationship between Tourist s Flow, satisfaction, and recommendation intention. Specifically, we identified whether immersion has a significant impact on satisfaction and analyzed whether satisfaction has a significant impact on the recommendation. It is hoped that the leisure sports festival will be further developed and contribute to attracting high value leisure sports tourists.