축제품질과 지각된 가치, 만족, 충성도, 지출비용 간 구조적 관계분석 -경북 영덕대게축제를 중심으로-
분야
사회과학 > 관광학
저자
손해경 ( Hae Kyung Sohn ) , 윤유식 ( Yoo Shik Yoon )
발행기관
한국관광학회
간행물정보
관광학연구 2013년, 제37권 제4호, 187~210페이지(총24페이지)
파일형식
19701744.pdf [무료 PDF 뷰어 다운로드]
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    In order to analyze and predict the effect of a festival on regional economy, understanding expenditure behaviors of festival participants has to be proceeded. Hence, this paper investigated the relationships between festival quality, perceived value, satisfaction, and loyalty. Expenditure, an essential component in analyzing economic effect of festivals, was applied as dependent variable. Data were collected from 465 questionnaires of festival visitors who participated in the 15th Yeongdeok snow-crab festival in Gyeongsangbuk-do. Results of the study are as follow. It showed that satisfaction of festival quality improved perceived value and overall satisfaction, and overall satisfaction and loyalty had direct contribution to the increase of tourists` expenditures. However, it revealed that festival quality and perceived value had not direct effect on expenditure, while they had indirect influence on expenditure being mediated by overall satisfaction and loyalty. The academic product of the study is to suggest a behavioral model of festival visitors which verified the relationships of the ``festival quality-perceived value-satisfaction-loyalty- expenditure``. Futhermore, it could provide festival marketers with a guideline to establish an effective strategy to increase expenditures of festival visitors on business level. Theoretical and practical implications were discussed on the basis of the results.
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