축제방문객의 ‘기대-성과 불일치’

‘Expectation-Performance Disconfirmation’ of Festival Visitors: A Comparison of International Civil Marathon's and Summer Band Festival's Case in Cheju Island

This paper provides a comparative profile of two different festivals, and analyzes the differences of the decisive variables in the process of participants' satisfaction-expectation→performance→disconfirmation. To find these differences, two festivals(International Civil Marathon and Summer Band Festival were held on Cheju island in 1999) are chosen and investigated. The survey is designed by an analysis of expectancy-disconfirmation model and a theory of participant's satisfaction. Based on the above processes, this paper analyses each influence of the expectation, performance, and disconfirmation, then comparing 18 expectancy decision variables with each these notions in two events. With this result, a marketing implication with participant's satisfaction is pursuing.