지역 축제선택속성과 인적 서비스품질이 감정반응과 충성도에 미치는 영향

The Effect of Local Festival Selection Attributes and Human Service Quality on Emotional Response and Loyalty: Focused on Jeonju Bibimbap Festival

The spatial scope of this study was the Hanok Village in Jeonju, Jeollabuk-do, and the time span was 233 parts for tourists who participated in the festival during the Jeonju Bibimbap Festival in 2019 and performed a reliability analysis and analysis using SPS 20.0, a social science statistical analysis program, in the analysis of data affecting the emotional response and loyalty of the festival. First, the selection attributes of local festivals did not have a significant effect on emotional responses. The festival is influenced by modern trends along with tourism. Second, it was analyzed that the selection attribute of local festivals had only a significant influence on cultural exchange between return visit intention and recommendation intention, and not on non-routine and experience. This is because the Jeonju Bibimbap Festival has a basic background of local culture and history, and tourists who visit the festival recognize this. Third, human service quality had a significant influence on both emotional response and reliability. In order to increase the emotional response of tourists who visited the festival, it is necessary to improve the human service of the festival, that is, service mind for volunteers. Fourth, it was analyzed that human service quality was significant for loyalty. In order to increase the loyalty of the tourists, it is necessary to improve the quality of human services, which will be helpful to the tourists. Finally, emotional responses were analyzed to be significant for loyalty. The emotional response and loyalty of tourists who visited the festival are closely related.