문화예술축제 방문 후 이미지와 충성도간의 관계에서 방문동기 유형의 조절효과

The Moderating Role of Tourists' Motivation Between Festival Image and Loyalty: Evidence from 2008 Gwangju Biennale Visitors

This research is to demonstrate tourists' motivation types as a boundary condition to moderate the influential relationship between culture and art festival image and customer loyalty. Data were collected from 224 2008 Gwangju Biennale visitors. Results from multiple-regression analysis confirm that there are positive relationships between the festival images and loyalty and these relationships are moderated by the visitors' motivation types. Particularly, the interaction variables pleasure × motivation types, utility × motive types, and facility × motive types significantly influence the visitors' loyalty. Conclusions and implications are derived from the findings and directions for future research are provided.