공연예술축제의 관리요인과 콘텐츠요인이 방문객의 만족과 재방문의사에 미치는 영향 = Herzberg의 이요인(二要因)이론의 적용

다국어 초록 (Multilingual Abstract)

This paper investigated the influence of maintenance factor and contens factors of the performing art festival on visitors` satisfaction and revisit intention. The research question was adopted Herzberg`s two factor theory that satisfaction and dissatisfaction were two different constructs, each of which were influenced by separate causes, hygiene and motivation factors, respectively. A survey was conducted for the visitors of Chuncheon Mime Festival from May 22 to 25, 2008, and finally 416 questionaires were analyzed. From the perspective of two factor theory, the dimensions of service attributes of performing art festival were classified as contents factors(composition of the program, program contents, procedure of the event) and maintenance factors(convenient facility and vendor interaction). The results showed that satisfaction resulted from visitors` interaction with the contents factors that were distinctive features of the performing art festival that attracted people to it. It was revealed that maintenance factors affected on satisfaction of the group who didn`t have revisit intention, while the contents factors affected on satisfaction of both the group who had revisit intention and the group who didn`t have revisit intention. This suggested that most investment of resources should be focused on creating and improving the distinctive contents that were the satisfiers that brought visitors to the festival.