축제 서비스스케이프와 영향인식이 만족도와 행동의도에 미치는 영향

Influence of Festival ServiceScape and the Latter's Impact on Resident Satisfaction and Behavioral Intent: Focus on Gochang Moyang Festival

The purpose of this study is assessment of the implications of the development of regional festivals and resident participation through empirical analysis of how the servicescape of festivals felt by residents and the impact of influence created by the Gochang Moyang Festival affect satisfaction and behavioral intent. To conduct this study, questionnaires were distributed to residents who visited the Gochang Moyang Festival and the researchers facilitated the 240 questionnaires used in the study; the SPSS.20.0 program was utilized in the analysis. The following is a summary of this study's outcome. First, among the factors of the festival servicescape, information, arrangement, structure, experimentation, and music were found to have a significant influence on satisfaction. Second, among the factors of the festival's impact, economic, environmental, and socio-cultural effects were shown to affect resident satisfaction with festivals. Third, the festival's servicescape and impact of influence tended to influence the behavioral intent of residents. And fourth, the level of resident satisfaction apparently had a positive effect on behavioral intent.