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지역축제서비스품질이 재방문의도에 미치는 영향연구 -연등회 연등축제 중심으로
엽영민 ( Young Min Yeop ),유재희 ( Jae Hee Ryu ) 한국이벤트컨벤션학회 2015 이벤트 컨벤션 연구 Vol.11 No.1
Festivals have a sustainable tourist development that contributes as an alternative to the major role blowing life into the area being the most visible public-oriented activities. This research provided an evaluation measure of the quality of service that reflects the unique characteristics of festivals by identifying the degree of self-awareness actions in accordance with the quality of service and visitors of the festival that had provided some suggestions to deal with the implications for the focus of future marketing activities in local festivals. In order to achieve the objective of this research literature survey and empirical research were used. Throughout the literature survey, service quality measurement tools measure the appropriateness and quality of service tangible, reliability, convenience of venue, festival program characteristics, festival visitor satisfaction, behavioral intention and relevance etc were identified and propose the basis of the research model by previous studies. For empirical research, a total of 109 useful responses were collected and field were analysed using SPSS win21 through frequency analysis and descriptive statistics to verify the authenticity and validity of the data and exploratory factor analysis that were conducted, the multi-regression analysis were applied to test the hypothesis.
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