Z-검증을 이용한 축제의 환경단서, 만족도, 행동의도 간 영향관계 -춘천마임축제와 보령머드축제 간 비교를 중심으로- = Effect Relationship among Environmental Cue, Satisfaction, and Behavioral Intention of Festival using Z-test -Focusing on the Comparison between Chuncheon International Mime Festival and Boryeong Mud Festival-

다국어 초록 (Multilingual Abstract)

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.