지역축제 서비스품질과 행동의도에 대한 참가동기 조절효과 연구

An analysis of Moderating Effect of Visitor Motivation on Relationship between Festival Service Quality and Behavior intention

The aims of the study were to festival service quality factors enhancing participants satisfaction, examine the impact of satisfaction on behavioral intention, and test the moderating function of the participants visiting motivation in the relationship between festival service quality and satisfaction. The conceptual model was designed based on the existing literature and the model was empirically tested. For the empirical study, the questionnaires were distributed festival visitors and the data collected from 315 visitors was analyzed using SPSS 18.0. The results of the study are as follows. First, factors related to festival quality of service showed positive influence on satisfaction. In particular, reliability of the service quality was found to have the greatest impact on the satisfaction. Second, the satisfaction of the festival participants showed a positive influence on their behavior. Third, the assumption that participation motivation will have an adjustment in the relationship between festive service quality and satisfaction was rejected. Since this is a unique theme for each local festival, the major target markets were different and the adjustment variables for family harmony and desolation were not affected. The limitations of this study were that it did not reflect the characteristics of each festival by setting up a sample of the festival experience without specifying a particular festival. Future studies should clarify variables of participation in the festival and cluster them by festival type to examine the adjustment effects.