축제 방문객의 혼잡 지각과 체험만족, 행동의도와의 영향관계

The Impact of Perceive Crowding of Festival Tourist on Experience Satisfaction, Behavioral Intention

Past empirical studies leave open the question of whether perceived crowding has a positive or a negative effect on outcomes in tourism researches. In this research, the authors argue that consumers’ cognitive evaluations of perceived crowding in festival area. This article examines the influence of perceived crowding on the participation satisfaction and the probability of tourists returning for festival in Jeonbuk. We estimate a conditional probability model of the intention to return, which includes perceived crowding and satisfaction as mediator variable. We use a representative survey of 325 festival tourists. Our empirical results show that perceived human crowding has positive impacts on such as satisfaction and behavioral intention, while perceived spatial crowding negatively affected the probability of tourists returning for festival tour. These results suggest that well designed festival management policies should include appropriate regulations on convenient facilities such as food, parking and other service area not only to manage systemic control for personal services. Proposed regulations on crowding might include evaluation of the actual maintenance of permits as a control strategy for a zoning area. The paper also presents directions for future research and managerial implications. Causes of crowding perception and how this perception can be altered call for further research.