축제 서비스스케이프가 지각가치를 매개로 하여 행동의도에 미치는 영향에 관한 연구

A Study of the Mediating Role of the Perceived Value in the Influence of the Festival Servicescape on the Behavioral Intention of the Festival Visitors

The purpose of this article is to test the mediating role of the perceived value in the influence of the festival servicescape on the behavioral intention of the festival visitors. The sample was collected at the Yeongam Wangin Culture Festival. The key findings of this article are as follows. (1) The festival servicescape does not have direct influence on the behavioral intentions. (2) The festival servicescape has indirect influence on the behavioral intention through the intermediation of the perceived value and the festival satisfaction. (3) The path of the indirect influence moves in the following order, the festival servicescape, the perceived value, the festival satisfaction, and the behavioral intention.