곤충전시회 방문객의 지각된 가치, 만족, 충성도의 구조관계 분석

A Structural Relationship Among Perceived Value, Satisfaction and Loyalty of Insect Exhibition Visitors

This study aimed to examine the relationship between the satisfaction and loyalty of visitors to an exhibition themed on insects, one of the healing agricultural materials. A survey was conducted in June 2024 targeting visitors to insect exhibitions. A sample of 365 visitors was hired for the study. The results showed that social and emotional factors among perceived value were found to affect visit satisfaction and loyalty. More over, satisfaction fully mediated between social value and loyalty whereas emotional value has partially medating effect. This study suggest that practitioners and organizers consider social and emotional value as a crucial factor to revisit visitors.