지역축제의 서비스품질과 축제만족도, 사후행동의도 간의 구조관계에 관한 연구 = 익산 전국돌문화축제를 사례로

다국어 초록 (Multilingual Abstract)

The purpose of this study id to identify service quality of national stone culture festival, to find relationship service quality to festival satisfaction and after behavioral intention of festival participants. To achieve the purpose of this study, 13 elements of service quality was chosen through previous literature study. And 3 factors were extracted by 1st factor analysis, these are hardware, software, and humanware factor. And second factor analysis was performed to identify validity and reliability these factors. And 5th hypothesis was established and adopted in three hypothesis. That is Hardware service quality factor have a influence to festival satisfaction of participants, festival satisfaction of participants have a influence to revisitation and recommendation intention. This paper indicates that results of this study is useful to regional festival planning to settle down as a sustainable events, necessary to retain service quality and satisfaction as a precedent condition.