축제의 경험적 가치가 만족, 재방문의도에 미치는 영향

The Effect of Festival Experiential Value on Satisfaction and Revisit Intention

This study investigates the impact of the experiential value of participants in the Harbin International Ice and Snow Festival on overall satisfaction and revisit intentions. Using data from 441 festival participants, this study explores the effects of four dimensions of experiential values: aesthetics, service excellence, usefulness, and playability, on overall satisfaction and revisit intentions, analyzed using SPSS 26. According to the results, service excellence, usefulness, playability, and aesthetics of experiential values all had a significant effect on satisfaction, with participant satisfaction improving as service excellence increased. Additionally, service excellence, playability, and aesthetics positively affect the intention to revisit, whereas usefulness does not impact the intention to revisit. Overall satisfaction also has a direct and positive effect on revisit intention, with higher satisfaction showing a stronger correlation with revisit intention. These results highlight the potential of the festival to foster continued interest and revisit intentions for the host city and surrounding areas, particularly in the context of population decline and local depopulation. This study emphasizes the importance of enhancing valuable experiences and maintaining high standards of service to increase overall satisfaction and revisit rates. Consequently, the festival is positioned as a strategic tool to attract residents, raise urban brand awareness, and stimulate local desire to live in the area.