축제 서비스품질이 목적지 이미지와 방문객 만족 및 충성도에 미치는 영향

Abstract

This study aimed to empirically study the effect of festival service quality on destination image and visitor satisfaction and loyalty. A survey was conducted on visitors to the Danyang Ondal Cultural Festival in 2022, and as a result of factor analysis, the festival service quality consisted of food and shopping, convenience facility-linked tourism, publicity and information, and programs, and destination image and visitor satisfaction and loyalty, respectively. classified as single-dimensional. As a result of the regression analysis, it was verified that tourism factors associated with programs and convenience facilities had a significant effect on the destination image and visitor satisfaction, while food, shopping, publicity and guidance factors did not have a significant effect. It was found that destination image had a significant effect on visitor satisfaction and loyalty, and visitor satisfaction also had a significant effect on loyalty. In the end, the study found that festival service quality instills a positive image and increases visitor satisfaction, increasing revisit and recommendation intention.