지각된 환경단서가 방문객 만족과 충성도에 미치는 영향

The Impact of Perceived Festival Environmental Cues on Visitor’s Satisfaction and Loyalty: The Case of Suanbo Spa Festival

This study examines the impact of the perceived festival environmental cues on visitor’s satisfaction and visitor’s loyalty in the Spa Festival of Suanbo, a famous hot spring resort at Chung Cheong Province. With person-to-person survey of visitors attending the Spa festival, a structural equation model was developed to examine the impact of the festival environmental cues on visitor’s satisfaction and loyalty. Authors found that the greater the degree of accessibility and awareness of community culture, the greater the visitors satisfaction was. Also, the greater the degree of process/content of festival, the greater was the visitors satisfaction. The findings imply that the accessibility/awareness of community culture and process/content of festival had indirect effect on visitor’s loyalty positively.