다문화축제의 서비스품질이 방문객 만족도와 행동의도에 미치는 영향

The Effects of the Quality of Service of Multicultural Festivals on Attendee Satisfaction and Behavioral Intention: Focusing on the Ganghwado Jeondeungsa Immigration Festival

본고에서는 다문화축제의 서비스품질 개선과 다문화축제 활성화를 목적으로, 강화도 전등사 이주민축제 방문객을 중심으로 하여 다문화축제의 서비스품질과 방문객 만족도 및 축제 방문객의 행동의도간의 영향관계를 분석하였다. 이주민축제를 방문한 외국인근로자와 한국인선생님 총 183명을 대상으로 설문조사하였으며, 다문화축제의 서비스품질과 방문객 만족도 및 행동의도의 영향관계를 분석한 결과, 서비스품질 중 물리적 품질과 과정적 품질이 방문객 만족도와 축제 방문객 행동의도에 영향을 미치고, 물리적 품질과 과정적 품질이 높을수록 방문객 만족도와 축제 방문객의 행동의도가 높아지는 것으로 나타났다. 한편 인구통계학적 특성에 따른 행동의도 차이를 분석한 결과는 한국인보다 외국인이 다문화축제의 재방문의도와 추천의도가 높은 것으로 나타났다. 따라서 외국인이주민에게 제공하는 서비스품질을 정확히 파악하고 평가하여 축제운영에 반영한다면 외국인이주민의 재방문과 구전의도를 향상시켜 축제활성화 및 사회통합, 국가 간 교류확대로 많은 외래방문객을 유도할 수 있을 것이다.

The purpose of this study was to improve the quality of the service at multicultural festivals and to encourage them to promote social integration by analyzing the relationship between their quality of service, visitor satisfaction, and behavioral intention. To this end, attendees of the Ganghwado Jeondeungsa Immigrant Festival, who were mainly foreign workers and their Korean teachers, were invited to respond to a 183-item questionnaire, which was then analyzed to determine the relationship between the quality of service of multicultural festivals, attendee satisfaction, and behavioral intention. It was found that physical and procedural quality among service quality indicators had an influence on satisfaction and behavior, and that satisfaction and behavioral intention increased as physical quality and procedural quality increased. Meanwhile, an analysis of behavioral intention according to demographic characteristics revealed that foreigners were generally more likely to attend the same festival again in the future and recommend it to others as compared to Koreans. Therefore, if the quality of service offered to foreigners is accurately studied, evaluated, and reflected in festival management, it will ensure repeat visitors and their recommendation through word-of-mouth, which in turn may encourage more foreign visitors, and bring about by an increase in social integration and exchange between countries.