나담 축제의 서비스품질이 방문객 만족도와 충성도에 미치는 영향에 관한 연구

The Effect of Service Quality of Naadam Festival on Visitors’ Satisfaction and Loyalty

This study established the effects of the service quality of local festivals on visitors’ satisfaction and loyalty by being intended for visitors who participate in Naadam Festival. The questionnaires were distributed from July 15 to 25, 2017. A total of 85 questionnaires were collected and 84 were used for the final analysis except for one unfaithful questionnaire. The collected data were analyzed by utilizing the SPSS 20.0 for windows Statistical Package. The results in the study are as follow: First(H1), the service quality will have the significant positive effect on visitors satisfaction. The result was verified that the partial service factors have the effect on visitors’satisfaction. All of them were verified to have the positive effect on them. It can be found that visitors are more satisfied with local festivals when typicality, certainty, and empathy are higher. Second(H2), visitors’ satisfaction will have the significant positive effect on loyalty.