수정된 ACSI를 통한 문화관광축제 방문자의 만족과정의 이해

Understanding the Satisfaction Process of Festival Visitors through the Revised ACSI Model: The Andong Mask Dance Festival

This paper proposed the revised American Customer Satisfaction Index(ACSI) model to understand and explain the satisfaction process of festival visitors. The proposed model contained the causal relationships among visitors’ expectations, perceived quality, perceived values, satisfaction, and loyalty. To test the model, the paper employed the structural equation model(SEM). Data of 282 visitors were collected from the Andong Mask Dance Festival in 2003. Research findings showed that the revised ACSI model could explain the satisfaction process of festival visitors very well. Also there were no differences in the satisfaction process between first-time and repeat visitors. The authors also offered several implications based on the findings.