지역축제의 서비스품질이 재방문 및 구전 의사에 미치는 영향에 관한 연구 = A Study on the Effects of Service Quality of Regional Festivals on Revisit and Verbal Transmission Intention

다국어 초록 (Multilingual Abstract)

Recently as regional festivals has increased quantitatively, there is some worry that budgets are wasted, there are frequent debates on differentiation of festival programs, and there is criticism on whether festivals are efficiently managed. Therefore, this study identifies meaning and importance of service quality, apply the results to regional festivals hosted by local governments, and demonstrate how much service quality influences on satisfaction of tourists. It is believed that the results will contribute to finding out strategies for improvement of service quality of regional festivals and satisfaction of customers. In sum, Hypothesis 1 is presented as follows: the factors that affect satisfaction at festivals are correspondence and empathy. Hypothesis 2 is as follows: the factors that affect satisfaction at regional images are types, correspondence, empathy, guaranty and reliability, whose sub-quality factors were rejected. Hypothesis 3 is presented as follows: the factor that influences satisfaction at regional tourism is empathy. Hypothesis 4 is as follows: satisfaction at regional tourism was adopted as the only influential factor, and satisfaction at festivals and satisfaction at regional images were rejected. For Hypothesis 5, the intention to revisit was statistically adopted as the only influential factor.