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지역축제 서비스 품질의 방문객 만족 영향요인-기지시 줄다리기 축제-
신현배,박덕병 한국농촌지도학회 2018 농촌지도와 개발 Vol.25 No.4
The concept of visitor satisfaction and service quality are notably two important concepts in marketing. Two concepts are important in addressing theoretical as well as practical issue for marketers and consumer researchers. The study aims to identify the factors influencing visitor satisfaction in local folk festival. Data were collected from 432 residents of festival visitors through structured survey questionnaires. Results showed that whereas program contents and staff were more like positively to affect visitor satisfaction, accommodation and amenity affected visitor satisfaction negatively. Therefore, in order to visitors' satisfaction, practitioners and policy makers need to develop program contents and staff ability.