축제참가자의 라이프스타일에 따른 확장서비스마케팅요인이 축제만족도에 미치는 영향

The Influence of Expended Service Marketing Factors according to Lifestyle on Festival Participants Satisfaction: Analysis on 2008 Boryeong Mud Festival Domestic & Foreign Participants

This study was to investigate the influence of expended service marketing mix factors according to life-style on satisfaction level of domestic and foreign festival participants focused on 2008 Boryeong Mud Festival. The main study results and implications of empirical analysis on 283 samples as follows. First, festival participants' life-style was divided into 5 factors and all had influence on 3p marketing mix factors; people, physical evidence and process. Further, life-style had most influence on process, so this implies Boryeong city or Mud Festival organizers need to manage sufficient participants' event booking and waiting service. Second, all expended service marketing mix factors except physical evidence influenced on festival satisfaction level. Especially process had most influence on festival satisfaction level, it means Mud Festival needs to have more interest in service(information, communication, exciting festival contents) for participants. Also, this study suggests expended 3p mix can be important factors for post-festival. Third, this study was analyzed that life-style had influence through people and process on festival satisfaction level, it had no direct impact though. Finally there's difference between domestic and foreign festival participants in festival service and satisfaction level. Therefore, we can look into how the life-style influences on the expended service marketing mix factors and how the 3p factors influences on the festival satisfaction level through this study and manage the post festivals based on this analysis.