축제방문객 만족도가 재방문 의사에 미치는 영향에 관한 연구 -2006 구례산수유꽃축제를 중심으로 = A Study on the influence of festival visitor`s satisfaction on revisit

다국어 초록 (Multilingual Abstract)

The study aimed to discover the relations among the festival evaluation factors, visitors` satisfaction and the behavior intent based on the analysis of the satisfaction felt by the visitors of Gurye Sansuyu Flower Festival. Based on the survey of 279 visitors of Gurye Sansuyu Flower Festival, the study conducted Reliability Analysis, Factor Analysis and Multiple Regression Analysis. As the evaluation factors for the festival, 4 factors have been extracted: F1(prize and food), F2 (PR and guidance), F3 (contents of event), F4 (convenience facilities). It became certain that the 4 factors also had considerable impact on the festival satisfaction, visitors` re-visit intent and their positive will to recommend the festival to others. The study examined standardized coefficient β to fathom the impact that festival satisfaction has on their re-visit intent and positive will to recommend, which showed strong correlation with the re-visit intent(.672) and positive will to recommend.