지역축제의 서비스품질이 만족 및 재방문에 미치는 영향 연구

The Influence of Local Festival Service Quality on the Satisfaction and the Revisit Intention: Focused on The Imsil Cheese Festival

Festivals have a sustainable tourist development that contributes as an alternative to the major role blowing life into the area being the most visible public-oriented activities. This paper is focused on the Service quality, Satisfaction and Revisit Intention of Local Festival of Imsil Cheese. The objectives of the research were to explore whether or not the service quality of local festival affects overall satisfaction and revisit intention Data were collected using self-administered questionnaires at the Imsil Cheese Festival on October 6-9, 2017. A total of 207 valid samples were used for the analysis. In order to analyze this impacts, the structural equation model was used to the statistics package of AMOS. The results of the study indicate that service quality of program, festival souvenir lead to visitors' satisfaction. But festival information service and festival facilities does not affect on satisfaction of visitors. Second,The service quality of program and facilities lead to visitors' Revisit Intention. And The visitors' satisfaction influenced revisit intention. The results concludes with a discussion of implication for future research.