해양축제의 환경단서가 방문객의 긍정적 감정, 지각된 가치, 전반적 만족 및 행동의도에 미치는 영향 = 제14회 최남단 방어축제를 사례로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effects of festival environmental cues on emotional responses, perceived value, overall satisfaction, and behavioral intentions utilizing structural equation modeling. A self-administered survey was conducted for domestic tourists during the period from November 7 to 9, 2014 at the Bangeo Festival site around Moseulpohang Port in Seogwipo-si, Jeju island. The 327 useable surveys were collected. There are four important findings. First, the construct of festival environmental cues are composed of the four components performing exploratory factor analysis: program and benefits, convenience and cleanliness, food & beverage and related services, and information and guide. Second, positive emotion, overall satisfaction, and perceived value are directly, positively influenced by the festival environmental cues. Third, perceived value, overall satisfaction, and behavioral intentions are directly, positively influenced by positive emotionall responses. Fourth, there exist positive relationships between perceived value and behavioral intentions and between overall satisfaction and behavioral intentions. The study results help clarify the roles of festival environmental cues on positive emotion, perceived value, overall satisfaction, and behavioral intentions, and contribute to a better understanding of festival attendees’ behavior. In addition, it is expected that the study findings help build detailed strategies for marketing activation and improvement of the festival quality and customer services.