축제 서비스스케이프와 축제 인적서비스품질이 내적반응과 행동의도에 미치는 영향

Effect of Festival Servicescape and Festival Human Service Quality on Internal Response and Behavioral Intention

This study empirically analyzes the effect of festival servicescape and festival human service quality perceived by local festival tourists on the internal reactions and behavioral intention of tourists. It is to improve the intention of action by improving the level of action. This study used 200 questionnaires except 10 questionnaires which collected 210 questionnaires of tourists who participated in the festival at the Buan Masil Festival in 2019. The frequency analysis, validity, reliability analysis, and multiple regression analysis were performed using the social science statistical analysis program 20.0 (StatisticsPackage for Social Science 20.0). First, the informationality, spatiality, and recreationality among the factors of the festival servicescape were analyzed to have a significant influence on the cognitive and emotionality of internal reactions. Second, the kindness, reliability, and professionalism of the festival's human service quality had a significant effect on both the cognitive and emotional aspects of internal reactions. Third, information, space, entertainment and convenience among the factors of the festival servicescape were found to have a significant effect on behavioral intention. Fourth, kindness, credibility, and professionalism among the factors of festival human service quality had a significant effect on behavioral intention. Fifth, internal response was found to have a significant effect on behavioral intention. Competition for local festivals is fierce, and efforts are being made to increase the intentions of festival tourists to revitalize the economy. The rssults of the study show that At local festivals, the kindness of the officials involved in the festival is paramount. Festival planning, operation management, and kind education are required to satisfy tourists who participated in the festival, and information space and convenience facilities for enjoying the festival should be continuously expanded to reflect from the festival planning.