참가자의 지각된 환경단서와 개최지이미지, 행동의도와의 구조적 관계연구 : 창원 가고파국화축제를 중심으로

양진연,선종갑,고호석 한국호텔관광학회 2015 호텔관광연구 Vol.17 No.3

The aim of this study is to identify the relationship among the environmental cues (Promotion and Information, Festival contents (Program), Festival products , Food and Convenient facilities), the image of the festival destination and the visitors' behavioral intention in the case of 'Changwon Gagopa Chrysanthemum Festival'. The data was collected from the 'Changwon Gagopa Chrysanthemum festival'. A total of 400 questionnaires were distributed to the visitors, and 378 questionnaires were obtained for the analysis. Within the collected questionnaires, inconsistent or unresponded questionnaires were excluded. As a result, the final 361 questionnaires were analyzed with SPSS 18.0 and AMOS 18.0 program for confirmatory factor analysis in this study. The results of this study present three major research findings. Firstly, among the components of the environmental cues, only 'Promotion and Information' factor has positive effects on the image of the destination. Secondly, among the environmental cue factors, only 'Festival contents (Program) and 'Convenient facilities' positively affect visitors' behavioural intention to the festival. Thirdly, there is a positive relationship between the image of the destination and visitors' behaviroural intention to participate in the 'Changwon Gagopa Chrysanthemum festival'. According to the study, the findings show that there are gaps between the destination environment and the festival environmental cues. This study suggests to the Changwon city and the festival organizers that management of the festival environmental cues is important in sustainable development of the festival, by emphasizing the role of the environmental cues in building positive image of the destination.

축제의 환경단서가 방문객 소비지출에 미치는 영향

한진영 한국호텔관광학회 2009 호텔관광연구 Vol.11 No.3

This study examined the impact of festival environmental cues on visitors’ experience and their personal expenditures during local festivals. Up to 38 festivals appeared in the “Ministry of Culture and Tourism, 2007 Culture Tourism Festival Report” were used and categorized by internal and external festival cues for this work. The festival environmental cues were used visitors' satisfaction and external ones like festival grade, outlying ratio, and etc. For the statistical analysis, factor analysis and tobit model were used. Main findings showed that price and variety factor of internal cues negatively affect the personal play expenditures and whereas special local product, festival grade, outlying ratio, and purpose of participating festival positively affect visitors’ spending. This study suggest that internal and external environmental cues may have affect differently on visitors expenditure patterns during Local festivals. It is expected that the result of this study have several practical implications for the government on evaluation and would be useful in establishing policy for activating of local festivals.

축제환경단서가 방문객만족 및 충성도에 미치는 영향: 2010 동장군축제를 중심으로

민미순,서태양 한국호텔관광학회 2010 호텔관광연구 Vol.12 No.1

This study was to investigate the influence of festival environmental cues on visitors' satisfaction and loyalty focused on 2010 Dongjangkun festival. The main study results and implications of empirical analysis on 273 samples as follows; First, the festival environmental cues are important factors in deciding the visitors' satisfaction and loyalty. Overall festival satisfaction and image satisfaction were found out as the dominant factors especially of the festival contents, facilities, and food. On the other hand, accessibility, festival products, information and promotion didn't have influence on festival satisfaction and loyalty. Therefore this fact indicated festival organizers should manage these factors for the post festivals based on this analysis. Second, festival contents, facilities had influence on revisit intention. Also festival contents, facilities, and accessibility had influence on word of mouth. But festival facilities had most influence on loyalty in common which indicated Dongjangkun festival organizers should maintain the quality of festival facilities as festival environmental cues. Because festival facilities were key cues deciding visitors' festival satisfaction, image satisfaction and loyalty. Finally festival organizers should improve accessibility, festival products, information and promotion to get more visitors' interest in post festival.

환경단서가 축제방문객의 만족 및 충성도에 미치는 영향: 강원도 산천어축제를 대상으로

부숙진 한국호텔관광학회 2010 호텔관광연구 Vol.12 No.3

This study aimed to examine the influence of festival environmental cues on visitors’ satisfaction and loyalty focused on 2010 Sancheoneo Ice Festival. The survey was performed in the festival period, 29-31 of January, 2010 and 278 samples out of 300 were used. The main study results and implications of empirical analysis as follows; First, the festival environmental cues are important factors in deciding the visitors’ satisfaction and loyalty. Overall festival satisfaction was found out as the dominant factors especially of the festival event contents and food. As Sancheoneo Ice Festival is local products sales-oriented, festival marketers or organizers need to develop and promote festival products-especially ‘food’ continuously. On the other hand, accessibility, festival facilities had no influence on festival satisfaction and loyalty. Therefore festival organizers should manage these factors-more clean and cozy resting rooms in cold days, etc.- for the post festivals based on this analysis. Second, festival satisfaction had influence on visitors’ loyalty, that is revisit intention and word of mouth. Therefore, Sancheoneo Ice Festival organizers should consider the quality of festival contents, information and promotion as festival environmental cues. Because theses factors are key cues deciding visitors’ festival satisfaction and loyalty, festival organizers should improve on and off-line promotion(diverse events) to get more potential visitors' interest in post festival.

축제의 체험속성과 환경단서가 방문객 만족에 미치는 영향: 체험형축제와 관람형축제의 비교분석을 중심으로

오정근 한국관광학회 2008 관광학연구 Vol.32 No.4

This study was to identify the causal relationship between experiential festival attributes, festival environmental cues and the visitors' satisfaction based on 2007 Boryeong Mud Festival as experiential festival and 2007 Gwacheon Hanmadang Festival as watching festival. Especially, author focused on comparative analysis between experiential festival and spectating festival. According to factor analysis and multiple regression analysis, experiential festival attributes was found divided into various parts, most of which exerted positive causal relationship on visitors' satisfaction. Also variables such as creativeness/nature among experiential festival attributes and transportation/guide service, connection commodity among festival environmental cues in Gwacheon Hanmadang Festival were found exercising positive influences upon visitors' satisfaction.

지각된 환경단서가 축제방문객만족과 충성도에 미치는 영향: 경주와 보령 지역축제 비교연구

부숙진,한천영 한국호텔관광학회 2010 호텔관광연구 Vol.12 No.4

The purpose of this study was to comprehend the influence of perceived festival environmental cues on visitors’ satisfaction and loyalty focused on Gyeongju and Boryeong Local Festival. In order to examine its influence, festival visitors(958 samples) to ‘Liquor Rice’ and ‘Mud Festival’ were analyzed. The main study results and implications of empirical analysis as follows;First, perceived festival environmental cues are important factors in deciding visitors’ satisfaction and loyalty as we can find in prior studies. Second, festival food and event contents were found out as the dominant factors especially in ‘Liquor Rice’ case. So this study suggests ‘Liquor Rice festival’ marketers should develop food and liquor products and promote food-making and liquor-tasting event continuously. However, in 'Mud Festival' festival facilities most influenced on visitors satisfaction and loyalty. So Boryeong Mud Festival organizers improve restaurants and shower space around mud event area. Third, festival contents and accessibility among perceived festival cues had influence on visitors' loyalty(revisit intention and word of mouth) in both cases. Therefore, local festival organizers should consider the quality of festival contents and accessibility to festival area as festival environmental cues.

지역축제 환경단서의 중요도와 만족도 비교연구: 최근 3년간 개최된 시흥갯골축제를 중심으로

하정우,김창수 관광경영학회 2019 관광경영연구 Vol.93 No.-

The local festivals held recently are the representative cultural contents that are used a lot as an intangible product promoting the relevant region for the purpose of creating diverse values and effects. For the continuous growth of festivals, it would be considerably important to put efforts to continuously listen to visitors’ needs, and also to reflect them in the site of festival. Thus, this study examined the differences between the importance before experiencing the festival and the satisfaction after experiencing the festival in relation to the environmental cues of local festival, and also analyzed the changes in the main factors through the IPA for last three years, instead of a single year. In the results of this study, the festival visitors’ satisfaction after experiencing compared to the importance before experiencing for last three years, was mostly a bit low. In the results of analysis on 2017~2018, it could be viewed as a festival composed of effective concentration and selection. However, due to the reduced days of operation caused by the typhoon ‘Lingling’ in 2019, visitors’ rush, and reduced operation of outdoor experiential programs, the index of satisfaction level was decreased. This study implies that it would be absolutely needed to put efforts to improve diverse environmental cues of local festival in accordance with consumers’ needs, and also to establish the measures for coping with the weather environment which is a weakness of local festivals. If there are follow-up researches that complement the results and suggestions of this study in the future, this study could be used as useful data for the successful performance of local festivals.

구조모형분석을 통한 지역축제 방문객의 환경단서, 내적반응, 행동의도의 영향관계 분석

한경운,정은성,손민영,홍경화 전남대학교 지역개발연구소 2020 지역개발연구 Vol.52 No.2

지역축제는 개최 지역의 사회적, 경제적, 그리고 문화적 혜택을 제공하고 있으며, 또한 축제 개최지의 장소마케팅과 지역활성화에 이바지하고 있다. 이에 따라 학자들과 정책가들은 지역축제 활성화 방안에 관심을 가지고 있다. 이에 본 연구의 목적은 지역축제 활성화와 지속가능성을 추구하기 위하여 지역축제 방문객이 지각하고 있는 환경단서, 내적반응 및 행동의도 간의 영향관계를 분석하고자 하였다. 본 연구의 구조모형 분석결과, 지역축제 방문객이 지각하고 있는 환경단서의 3개 하위 요인 프로그램, 매력성 및 안내성은 내적반응에 정(+)의 방향으로 내적반응에 유의적인 영향관계를 나타낸 반면, 환경단서의 2개 하위 요인인 청결성과 접근성은 내적반응에 유의한 영향관계가 없는 것으로 나타났다. 또한, 지역축제 방문객이 지각하고 있는 지역축제에 대한 내적반응은 행동의도에 유의한 영향관계가 있는 것으로 나타났다. 본 연구의 실증분석 결과들은 지역축제가 그들의 지속가능한 운영을 위해 지역축제의 다양한 프로그램 개발과 축제 정보를 제공하는 것이 중요하다는 것을 시사하고 있다. Local festivals provide social, economic and cultural benefits to the communities in which they occur, and contribute to destination marketing and promotion. Scholars and practitioners, therefore, have paid attention to research local festivals in order to suggest implications for festivals’ promotion and sustainability. For this reason, the primary purpose of this study is to examine the relationship among environmental cues, internal responses, and behavioral intention of local festival visitors. The result of the structural equation model reveals that three factors of environmental cues of the local festival such as program, attraction, information have a positive regression weight on internal responses while two factors of environmental cues, cleanness and accessibility, have not. In addition, a factor of internal responses has a positive regression weight on behavioral intention of local festival visitors. These results indicate that local festivals are to make efforts to develop diverse programs, and provide festival information for their sustainable operation.

Z-검증을 이용한 축제의 환경단서, 만족도, 행동의도 간 영향관계

윤설민,하진영,오선영 대한관광경영학회 2011 觀光硏究 Vol.26 No.4

본 연구는 축제에서의 환경단서, 만족도, 행동의도(재방문, 추천, 구전) 간 영향관계를 살펴보고자 실시되었다. 구체적으로 춘천마임축제와 보령머드축제 간 영향관계를 비교해보고자 실시되었다. 이후 실증분석을 통해 몇 가지 시사점을 도출하면 다음과 같다. 첫째, 춘천마임축제의 경우 환경단서 중 ‘프로그램’ 요인만이 만족도에 영향을 미치는 것으로 나타났고, 그 방향은 정(+)의 영향관계를 보이고 있다. 또한 영향관계의 설명력을 살펴보면, ‘프로그램’ 요인이 만족도를 24.9% 정도 설명하는 것으로 나타났다. 둘째, 보령머드축제의 경우 환경단서 중 ‘음식/기념품’, ‘환경적절성’, ‘프로그램’ 요인이 만족도에 정(+)의 영향을 미치는 것(설명력=45.5%)으로 나타났고, ‘프로그램’ 요인(β=.352)이 만족도를 설명하는데 가장 중요한 변수로 나타났다. 셋째, 두 축제(춘천마임축제, 보령머드축제)의 영향관계 검증결과, 공통적으로 만족도와 행동의도 간 정(+)의 영향관계가 나타났다. 더욱이 Z-검증결과 만족도와 구전의도의 회귀계수가 축제별 응답자 사이에 통계적으로 유의한 차이가 있음을 알 수 있었다. This study tried to examine effect relationship among environmental cue, satisfaction and behavioral intention(revisit, recommendation, word-of mouth) in festival. Concretely, the aim of this study is to compare effect relationship between Chuncheon International Mime Festival and Boryeong Mud Festival. The results of this study elicited some implications as follows. First, in case of Chuncheon International Mime Festival, "program" factor of environmental cues had influence on satisfaction and positively related. Also, explanation power of relationship showed that "program" factor explained 24.9% of satisfaction. Second, in case of Boryeong Mud Festival, "food/souvenir", "environmental appropriacy", "program" factor of environmental cues had a positive(+) influence on satisfaction(explanatory power=45.5%), and "program" factor(β=.352) is the most important variable to explain satisfaction. Third, according to verification result of effect relationship among two festivals, it showed that satisfaction had a positive(+) influence on behavioral intention in common Furthermore, Z-test showed that the regression coefficients of satisfaction and word-of-mouth intention were statistically significant different among the festival respondents.

연구논문 : Z-검증을 이용한 축제의 환경단서, 만족도, 행동의도 간 영향관계 : 춘천마임축제와 보령머드축제 간 비교를 중심으로

윤설민,하진영,오선영 대한관광경영학회 2011 觀光硏究 Vol.26 No.4

본 연구는 축제에서의 환경단서, 만족도, 행동의도(재방문, 추천, 구전) 간 영향관계를 살펴보고자 실시되었다. 구체적으로 춘천마임축제와 보령머드축제 간 영향관계를 비교해보고자 실시되었다. 이후 실증분석을 통해 몇 가지 시사점을 도출하면 다음과 같다. 첫째, 춘천마임축제의 경우 환경단서 중 "프로그램" 요인만이 만족도에 영향을 미치는 것으로 나타났고, 그 방향은 정(+)의 영향관계를 보이고 있다. 또한 영향관계의 설명력을 살펴보면, "프로그램" 요인이 만족도를 24.9% 정도 설명하는 것으로 나타났다. 둘째, 보령머드축제의 경우 환경단서 중 "음식/기념품", "환경적절성", "프로그램" 요인이 만족도에 정(+)의 영향을 미치는 것(설명력=45.5%)으로 나타났고, "프로그램" 요인(β=.352)이 만족도를 설명하는데 가장 중요한 변수로 나타났다. 셋째, 두 축제(춘천마임축제, 보령머드축제)의 영향관계 검증결과, 공통적으로 만족도와 행동의도 간 정(+)의 영향관계가 나타났다. 더욱이 Z-검증결과 만족도와 구전의도의 회귀계수가 축제별 응답자 사이에 통계적으로 유의한 차이가 있음을 알 수 있었다. This study tried to examine effect relationship among environmental cue, satisfaction and behavioral intention(revisit, recommendation, word-of mouth) in festival. Concretely, the aim of this study is to compare effect relationship between Chuncheon International Mime Festival and Boryeong Mud Festival. The results of this study elicited some implications as follows. First, in case of Chuncheon International Mime Festival, "program" factor of environmental cues had influence on satisfaction and positively related. Also, explanation power of relationship showed that "program" factor explained 24.9% of satisfaction. Second, in case of Boryeong Mud Festival, "food/souvenir", "environmental appropriacy", "program" factor of environmental cues had a positive(+) influence on satisfaction(explanatory power=45.5%), and "program" factor(β=.352) is the most important variable to explain satisfaction. Third, according to verification result of effect relationship among two festivals, it showed that satisfaction had a positive(+) influence on behavioral intention in common. Furthermore, Z-test showed that the regression coefficients of satisfaction and word-of-mouth intention were statistically significant different among the festival respondents.