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지역축제 서비스품질의 중요도-만족도가 행동의도에 미치는 영향 - 남원춘향제 중심으로 -
응웬프엉타잉,정총화 한국호텔리조트학회 2023 호텔리조트연구 Vol.22 No.6
In this study, to achieve the research purpose, an on-site survey was conducted on tourists aged 19 or older who participated in the ‘Namwon Chunhyang Festival’ festival in Namwon City. The survey was conducted from May 25 to May 28, 2023, and the intention of the survey was explained before conducting the survey. Of the 250 questionnaires collected, 11 that responded insincerely were excluded, and a total of 239 questionnaires were used as valid samples for the final analysis. As a result of the study, the 93rd Namwon Chunhyang Festival should strive for historic buildings, undamaged natural environment, historical and cultural heritage, differentiation from other regional festivals, and convenience of information guidance. Local festival organizers should first focus on planning and organizing various programs that are fun, not boring, and can attract individual attention to festival tourists by developing programs appropriate for local culture and history. By doing this, tourists will continue to return and serve as public relations ambassadors through natural word of mouth. Additionally, organizers should make efforts to provide convenient information on local festivals. Since people search for and visit local festival information through SNS these days, it is believed that it is necessary to build a smart tourism information system linked to SNS. This suggests that this will be essential for continued success in the future. In addition, organizers should strive to hold various festival programs to ensure diversity and differentiation of the event.
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