지역축제에 대한 사후이미지가 방문객 만족과 행동의도에 미치는 영향 : 청도 소싸움 축제를 중심으로 = The Effect of the Post-image of Regional Festival on the Satisfaction and Behavior Intention of Visitors : Centered on the -Bull-fighting Festival of Chong-do

다국어 초록 (Multilingual Abstract)

Based on the Chong-do Bull-fighting festival that has the possibility to be an international tourism source, this study aims to derive the image factors of festival along with the discussion about the generalization of measure standards. Also it tries to analyze the influence of various images of festival on the satisfaction of visitors. At the same time, it intends to analyze the influence of tourist satisfaction on the behavior intention of visitors to make positive oral circulation and on their intention to revisit. For an empirical analysis, we have collected questionnaires from 516 visitors at the bull-fighting festival in Chong-do. As a result of analysis, there appeared 6 image factors such as experience, wonderfulness, game, locality, and purchase. The measurement model about the image of bull-fight festival showed relatively positive goodness-of-fit. (X² = 958.529, df = 309, RMR = 0.047, GFI = 0.87, AGFI = 0.84, CFI = 0.88). Therefore, seven among 8 hypotheses suggested in this study have shown positive results. Especially the game factor took a very high value for the satisfaction of tourists. However, it was revealed that the factor of wonderfulness among various factors of Chong-do Bull-fighting festival-image did not have much influence on the satisfaction of tourists (t=0.28).

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경과 가설설정
• Ⅲ. 실증연구
• Ⅳ. 결론 및 시사점
• 참고문헌