축제 참가동기, 만족도 및 행동의도 구조관계 분석

An Analysis of the Structural Relationship between Visitor Motivation, Satisfaction and Behavioral Intentions among Local Festival Participants

This study tested the structural relationship between local festival participant motivation, their level of satisfaction and behavioral intentions. In particular, this analyzed the relationship not a separate but a holistic way by considering all the three factors together in a model; ‘visitor motivation→the level of satisfaction→behavioral intentions & visitor motivation→behavioral intentions’. Data were collected from 307 participants of Jeju Horse Festival which is one of Jeju’s famous local festivals, on October 2010. The results showed that not only by itself alone but also via level of satisfaction visitor motivation made a significant effect on behavioral intentions. It means that the suitability of the research model turns out to be high. This study suggests that the research model could contribute to develop theoretical foundation of the cause-and-effect relationship between ‘motivation-level of satisfactionbehavioral intentions.’