지역축제의 서비스 품질, 서비스 가치 및 만족이 내·외국인의 행동의도에 미치는 영향 = An Empirical study on the effects of Service Quality, Service Value, and satisfaction between the domestic and foreign tourists their Behavior Intentions at a Regional Festival

다국어 초록 (Multilingual Abstract)

Unlike general trade of goods, there is no barrier for service trade. so service trade is contributed in national economy revitalization and portion of service trade in national economy growing as days go by. The Tourist Industry of which, be a great help obtaining of foreign from foreign tourist, a kind of international service trade in tourism services trade can be seen.

Recently local governments hold 'Festival', for sustainable tourism and cultural tourism at the same time meet, as earning foreign exchange by foreigners have visited. Among the tourism industry, local festivals, as the festival's success is a key value-added industries, as well as the national economy is a major contribution to regional development. However, since the beginning of 1995 municipalities in local government under the pretext of competitiveness in their reckless waste of the budget of the regional festival, causing a waste of time and manpower, and the level of the festival is also being evaluated as unsatisfactory. In addition, existing studies are only appropriate for a large festival, and festival of the future possibilities for development studies is weak.

This study of the factors that affect the regional festival of the behavior divided into service quality, service value, satisfaction through the examination of previous studies. The basic purpose of this study is expansion of tourism service trade by local festival through the comparing and analysing the effect of behavior intentions between domestic and foreign tourist.
Surveyed visitors of '2010 Jeonju Sori Festival' and using structural equation model for verify the hypothesis.

Result of the study are as follow. In domestic tourist cases, convenient facilities of the festival is significantly affects on the emotional value and cognitive value, and information service of festival is significantly affects on the social value, Souvenirs in festival is significantly affects on the cognitive and emotional value. Item measure of service quality, convenient facilities, information service, programs , souvenirs of festival is significantly affects on satisfaction, and social values is affects on word of mouth effect. Lastly emotional value and cognition value are effect on word of mouth intention and intention to revisit.
In foreign tourist cases, convenient facilities of the festival is significantly affects on the emotional value and cognitive value. Information service of festival and souvenirs in festival is significantly affects on the social value, the cognitive and emotional value. Convenient facilities and information service of festival is affects on satisfaction. But programs and souvenirs in festival is not significantly affect on satisfaction. Emotional value and cognition value are significantly affect on word of mouth intention and intention to revisit, whereas social value has no significant effect on both word of mouth intention and intention to revisit. Lastly satisfaction is effect on word of mouth intention, whereas not affect on intention to revisit. In addition, compared between domestic and foreign recognition, there is statistical difference to 8 out of 10 items between two groups.

Limitations and future research directions of this study include first, research multiple festivals in order to generalize the studies. Second, considering that foreigners had fewer samples in this study, future studies collect various countries visitors and more foreigners sample for sophisticated result.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구배경 및 목적 1
• 제 2 절 연구내용 및 방법 3
• 제 2 장 지역축제의 개요 및 선행연구 4
• 제 1 절 지역축제의 개요와 현황 4
• 1. 지역축제의 의의 4
• 2. 지역축제의 형태와 유형 7
• 3. 지역축제의 현황 9
• 제 2 절 지역축제와 국제관광 및 관광서비스 무역 13
• 1. 지역축제와 관광 13
• 2. 국제관광과 관광서비스 무역 14
• 제 3 절 선행연구 15
• 제 3 장 연구모형 및 가설 29
• 제 1 절 연구모형 29
• 제 2 절 가설 31
• 제 3 절 변수의 조작적 정의 및 측정도구 33
• 1. 변수의 조작적 정의 33
• 2. 측정도구의 구성 34
• 제 4 장 실증분석 36
• 제 1 절 표본의 구성과 자료 수집 36
• 1. 자료 수집 36
• 2. 표본의 구성 36
• 제 2 절 측정 항목의 평가 39
• 1. 기술 통계 39
• 2. 측정도구의 타당성 및 신뢰도 40
• 제 3 절 가설 검증 46
• 1. 모형의 적합도 46
• 2. 가설 검증 47
• 3. 내국인과 외국인에 따른 인식차이 비교 53
• 제 5 장 결론 55
• 참고문헌 58
• Abstract 63
• 설문지 65