축제충성도에 대한 참여행동의지의 역할과 행동통제요인의 조절효과

The Role of Willingness to Participation Behavior on the Loyalty toward Festival: Moderating Role of Perceived Behavioral Control

This study examines the relationship between participant loyalty and service quality in a festival services context, and attempts to identify the role of willingness to participation behavior and participant satisfaction. In particular, writers focused on the moderating role of perceived behavioral control(PBC) among their relationships. Survey data were drown from a N(regional) herb festival. Authors found the service quality had a positive effect to the willingness to participation behavior, the satisfaction, and the participant loyalty. In addition, the PBC has a moderating effect to the relationship between satisfaction and loyalty. Finally, implications for tourism festival theory and practitioners were discussed with future researches ahead.