해양축제 서비스스케이프가 장소애착과 도시태도에 미치는 영향

The Effects of Marine Festival Servicescape on Place Attachment and Urban Attitude

The purpose of this study was to investigate the effect of marine festival servicescape on urban attitude and emotional response. A survey was conducted on tourists who visited the piano festival held in Sinan-gun, Jeollanam-do. First, unlike existing regional festivals, the relationship between place attachment and urban attitude was confirmed based on servicescape factors based on the geographical characteristics of the ocean and the diversity of programs. Second, among the servicescape elements of marine festivals, accessibility, image, and program diversity were found to have a significant influence on place attachment and urban attitude. This study provided basic data for the direction of marine festivals and the conversion of marine festivals into tourism resources in the marine tourism industry. In addition, by verifying the changes in the attachment to the place and urban attitude recognized by the festival participants, we sought strategies for branding the local image and place of Sinan-gun, a marine tourism city.