Dept. of hotel tourism management, Gwangju University, Korea
*Corresponding author: Tai-Gi An E-mail: tgan@gwangju.ac.kr Phone: +82-10-3621-1675
Online published on 21 September, 2018.
The purpose of this study is to understand the relationship between the quality factors of local festivals and visitors’ revisit and behavioral intentions based on satisfaction analysis.
Because of the study, 3 factors were extracted, those being: F1 (Festival facilities), F2 (Marketing and Visitor information), F3 (Festival Contents). Because of studying the effect of festival service quality on festival satisfaction, it was found that marketing and visitor information (.463), festival contents (.431) and festival facilities (.178) were the influential factors, in descending order.
To investigate the effect of festival satisfaction on the revisit intentions and the positive recommendation intentions, the standardization coefficient beta (β) value was used and it was found that there is a correlation between revisit intentions (.584) and positive recommendation intentions (.651).
The purpose of this study is to contribute to the establishment of festival visitor management, which is a marketing strategy of local festivals, with the aim of improving and maintaining the festival service quality for attracting and returning visitors.
Local festival, Service quality, Visitors, Satisfaction, Revisit, Behavioral intentions
