문화관광객의 영화제 참가동기에 영향을 주는 영화제 마케팅 요인 및 방문만족도에 대한 영향력 분석

Examining Cultural Tourists' Film Festival Participation Motivation, and its Impact on Satisfaction and Behavioral Intentions: A Case Study of 2009 Pusan International Film Festival Participants

This study was to examine the causal relationships between evaluation of marketing strategies, tourist motivation, tourists satisfaction, and behavioral intentions among Pusan International Film Festival participants. Based on literature review, four dimensions of film marketing strategies (i.e., event promotion, media promotion, movie-related marketing, and development of attractiveness a movie induced tourism destination) were derived. Data were collected from 534 participants tourists who visited Pusan Film Festival in 2009. Results of a structural equation modeling analysis indicated that three marketing strategies(i.e., event promotion, media promotion, and movie related marketing) made significant influences on the tourists' motivation and overall satisfaction, and, in turn, behavioral intentions. Managerial implications were also discussed.