지역축제 서비스 품질의 방문객 만족 영향요인－기지시 줄다리기 축제－ = Factors Influencing Visitors' Satisfaction in Local Festival －Case of Gigisi Folk Festival－

다국어 초록 (Multilingual Abstract)

The concept of visitor satisfaction and service quality are notably two important concepts in marketing. Two concepts are important in addressing theoretical as well as practical issue for marketers and consumer researchers. The study aims to identify the factors influencing visitor satisfaction in local folk festival. Data were collected from 432 residents of festival visitors through structured survey questionnaires. Results showed that whereas program contents and staff were more like positively to affect visitor satisfaction, accommodation and amenity affected visitor satisfaction negatively. Therefore, in order to visitors' satisfaction, practitioners and policy makers need to develop program contents and staff ability.

참고문헌 (Reference)

1 정연정, "충북의 지역축제 현황 및 개선방안" 충북연구원 2009

2 이경모, "축제품질이 방문자 만족과 행동의도에 미치는 영향" 한국이벤트컨벤션학회 5 (5): 55-69, 2009

3 손해경, "축제품질과 지각된 가치, 만족, 충성도,지출비용 간 구조적 관계분석 -경북 영덕대게축제를 중심으로-" 한국관광학회 37 (37): 187-210, 2013

4 허문경, "축제참여경험에 대한 현상학적 고찰-조선무과전주대회를 사례로-" 한국관광학회 37 (37): 277-298, 2013

5 김철원, "축제가 지역주민의 삶의 질에 미치는 영향" 한국관광학회 35 (35): 73-92, 2011

6 문성종, "지자체의 지역축제 정책결정을 위한 우선순위에 관한 연구" 대한관광경영학회 22 (22): 325-342, 2007

7 심규원, "지역축제의 서비스품질이 방문객 만족도 및 충성도에 미치는 영향: 대구 약령시 한방축제를 대상으로" 한국산림휴양복지학회 14 (14): 31-39, 2010

8 김홍철, "지역축제의 서비스품질과 축제만족도, 사후행동의도 간의 구조관계에 관한 연구 －익산 전국돌문화축제를 사례로 －" 한국지역지리학회 18 (18): 326-335, 2012

9 최화식, "지역축제의 서비스 질과 만족도에 관한 연구- 화천 산천어 축제를 중심으로 -" 사회과학연구원 19 (19): 219-246, 2012

10 심상화, "지역축제 서비스품질이 방문자의 만족과 재방문의도에 미치는 영향 : 강릉단오제 방문자를 중심으로" (사)한국관광레저학회 22 (22): 377-394, 2010

11 고호석, "지역축제 서비스품질이 만족도와 방문객 충성도에 미치는 영향" 한국농촌관광학회 16 (16): 25-48, 2009

12 박덕병, "지역축제 서비스 품질의 방문객 만족 영향요인－예산향토사과축제－" 한국농촌지도학회 24 (24): 185-197, 2017

13 정형기, "지역 민속축제 활성화 방안 연구- 당진 기지시줄다리기를 중심으로 -" 관광경영학회 17 (17): 389-406, 2013

14 이인화, "중요무형문화재 75호 기지시 줄다리기의 유래 재검토－민속지리학적 측면에서－" 실천민속학회 13 : 35-70, 2009

15 김성조, "음악축제의 방문 동기와 태도가 만족도, 충성도에 미치는 영향-인천 펜타포트 락 페스티발을 중심으로-" 한국관광학회 38 (38): 315-337, 2014

16 안이영노, "기지시 줄다리기의 전통과재창조 : 문화원형을 개발하는 전략의 함의" 3 : 331-348, 2004

17 기지시 줄다리기 홈페이지, "국가무형문화제 제75호 기지시 줄다리기. 줄다리기 소개"

18 오순환, "공동체 환경변화와 축제에 대한 담론" 한국관광학회 41 (41): 73-89, 2017

19 Anderson, E. W., "Word of mouth as a consequence of customer satisfaction" 1 : 5-17, 1998

20 Getz, D., "Why festivals fail" 7 : 209-219, 2002

21 Nicholson, R., "Why do people attend events : A comparative analysis of visitor motivations at four south island events" 39 (39): 449-460, 2001

22 Mogan, M., "What makes a good festival Understanding the event experience" 12 (12): 81-93, 2008

23 Gardi, A., "Visitor satisfaction at a local festival:An importance-performance analysis of Oktoberfest" University of Waterloo 2014

24 Hui, T. K., "Tourists’satisfaction, recommendation and revisiting Singapore" 28 : 965-975, 2007

25 Kozak, M., "Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination" 38 : 260-269, 2000

26 Hong, K-W., "The role of involvement in an integrated satisfaction model: The case of special event tourism" The Pennsylvania State University 2003

27 Lee, J., "The relationships among quality, satisfaction, and future intention for first-time and repeat visitors in a festival setting" 10 : 197-208, 2007

28 Crompton, J. L., "The predictive validaity of alternative approaches to evaluating quality of a festival" 34 : 11-24, 1995

29 Park, M., "The national cheery blossom festival: Management of facilities, services, and human impacts" 2008

30 Herzberg, F., "The motivation to work" Wiley 1959

31 Siu, N. Y. -M., "The impact of the servicescape on the desire to stay in convention and exhibition centres : The case of Macao" 31 (31): 236-246, 2012

32 Yuan, J., "The effects of quality and satisfaction on awareness and behavioral intentions : Exploring the role of a wine festival" 46 : 279-288, 2008

33 Lee, W., "The effects of festival attendees’ experiential values and satisfaction on re-visit intention to the destination : The case of a food and wine festival" 29 (29): 1005-1027, 2017

34 Parasuraman, A., "Servqual : A multiple-item scale for measuring consumer perceptions of service quality" 64 (64): 12-40, 1988

35 Bitner, M. J., "Servicescapes : The impact of physical surroundings on customers and employees" 56 (56): 57-71, 1992

36 Bruwer, J., "Service quality perception and satisfaction : Buying behaviour prediction in an Australian festivalscape" 16 : 76-86, 2014

37 Beaven, Z., "Service quality in arts events : Operations management strategies for effective delivery" 10 : 209-219, 2007

38 Papadimitriou, D., "Service quality components as antecedents of satisfaction and behavioral intentions : The case of a Greek carnival festival" 14 (14): 42-64, 2013

39 Ayob, N., "Service quality and customer satisfaction within festival and special event" 2010

40 Bruwer, J., "Service performance quality evaluation and satisfaction in a USA wine festivalscape: Buying behavioural effects" 6 (6): 18-38, 2015

41 Özdemir, G., "Satisfaction and loyalty of festival visitors" 20 (20): 359-373, 2009

42 van Raaij, W., "Satisfaction and leisure activities" 11 (11): 101-113, 1984

43 Zheng, Y., "Research on customer satisfaction in marine cultural and sustainable tourism : A case study of Shanghai" 9 : 921-931, 2017

44 DeMoranville C. W., "Question order effects in measuring service quality" 20 (20): 217-231, 2003

45 Baker, D. A., "Quality, satisfaction and behavioral intentions" 27 (27): 785-804, 2000

46 Park, J., "Program quality, service quality, and visitor satisfaction within the film festival context: Evaluating major film festivals in Korea" University of Massachusetts 2009

47 Thrane, C., "Music quality, satisfaction, and behavioral intentions within a jazz festival context" 7 : 143-150, 2002

48 Hair, J., "Multivariate data analysis" Pearson Prentice Hall 2006

49 Crompton, J. L., "Motivers of visitors attending festival events" 24 (24): 425-439, 1997

50 Yoon, Y-S., "Measuring festival quality and value affecting visitors satisfaction and loyalty using a structural approach" 29 : 335-342, 2010

51 Atilgan, E., "Mapping service quality in the tourism industry" 13 (13): 412-422, 2003

52 Song, H. J., "Identifying antecedents and outcomes of festival satisfaction : The case of a cosmetics & beauty expo" 29 (29): 947-965, 2017

53 Ritchie, B. W, "How special are special events The economic impact and strategic development of the New Zealand Masters Games" 4 : 117-126, 1996

54 Lee, Y-K., "Festivalscapes and patrons’ emotions, satisfaction, and loyalty" 61 (61): 56-64, 2008

55 Getz, D., "Festival stakeholder roles: Concepts and case studies" 10 : 103-122, 2006

56 Getz, D., "Festival management studies" 1 : 29-59, 2010

57 Getz, D., "Festival management and event tourism, Cognizant Communications" Elmsford 1997

58 Wilson, J., "Expanding the domain of festival research : A review and research agenda" 19 : 195-213, 2017

59 Cole, S. T., "Examining the mediating role of festival visitors’ satisfaction in the relationship service quality and behavioral intentions" 12 (12): 160-173, 2006

60 Getz, D., "Event management & event Tourism" Cognizant Communication Corporation 2005

61 O’Neill, M., "Evaluation of service quality at events : The 1998 Coca-Cola masters surfing event at Margaret River, Western Australia" 9 (9): 158-166, 1999

62 Ross, G. F., "Destination evaluation and vacation preferences" 20 : 477-489, 1993

63 Brown, Steven P., "Consumer Complaining and Word of Mouth Activites : Field Evidence" 16 : 9-16, 1989

64 Son, S. M., "Assessing the influences of festival quality and satisfaction on visitor behavioral intentions" 15 (15): 293-303, 2011

65 Tomas, S. R., "An investigation of the relationships between quality of service performance, benefits sought, satisfaction and future intention to visit among visitors to a zoo" 7 : 239-250, 2002

66 Lee, J., "An investigation of predictors of satisfaction and future intention : Links to motivation, involvement, and service quality in a local festival" 13 (13): 17-29, 2009

67 Churchill, G., "An investigation into the determinants of customer satisfaction" 19 : 491-504, 1982

68 Choo, H., "An integrated model of festival revisit intentions : Theory of planned behavior and festival quality/satisfaction" 28 (28): 818-838, 2016

69 Cho, H-S., "An examination of the relationship between rural tourists’ satisfaction, revisitation and information preferences: A Korean case study" 6 : 6293-6311, 2014

70 Yoon, Y., "An examination of the effects of motivation and satisfaction on destination loyalty : A structural model" 26 : 45-56, 2005

71 Hsieh, L. F., "A service quality measurement architecture for hot spring hotels in Taiwan" 29 (29): 429-438, 2008

72 Huang, J. Z., "A model of community-based festival image" 29 (29): 254-260, 2010

73 Childress, R. D., "A comparison of alternative direct and discrepancy approaches to measuring quality of performance at a festival" 36 (36): 43-57, 1997

74 Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decision" 17 (17): 460-469, 1981

75 기지시 줄다리기 축제위원회, "2018 당진기지시줄다리기 민속축제 평가보고서" 기지시 줄다리기축제위원회 2018

76 문화체육관광부, "2017년 문화관광축제 종합평가 보고서" 문화체육관광부 2018

77 문화체육관광부, "2016년 문화관광축제 종합평가보고서" 문화체육관광부 2017