대관령 눈꽃 축제 이미지가 방문객의 만족과 재방문의도에 미치는 영향

The Impact of Daegwallyeong Snow Festival Images on Participants' Satisfaction and Revisit

The purpose of this study is to the impact of Daegwallyeong Snow Festival Images on Participants' Satisfaction and Revisit. Data collection was conducted from Jan 10, 2019 to Jan 18, A total of 330 copies of the questionnaires were distributed and 310 copies were collected. The factor analysis and the reliability test were conducted using SPSS 23.0 and AMOS 23.0 for 296 statistical analyzes and covariance structure analysis was conducted to verify the proposed research hypothesis. First, the images of the festival will affect satisfaction. Second, the images of the festival will affect intentions to revisit the festival. Third, participants' satisfaction will affect intentions to revisit the festival. This study is to examine how participants' impressions of Daegwallyeong Snow Festival(DSF) images affect satisfaction and intentions to revisit the festival and to submit a government proposal requesting a policy that promotes DSF globally. To this end, the survey was conducted by the participants of DSF, which is held in Daegwallyeong-Myon, Pyeongchang-Gun, Gangwon-Do.