음악축제의 방문 동기와 태도가 만족도, 충성도에 미치는 영향-인천 펜타포트 락 페스티발을 중심으로- = The Effects of Visiting Motivation and Participants' Attitude on the Satisfaction and Loyalty: Focus on the Incheon Pantaport Rock Festival

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the relationship among participants motivaton, attitude and satisfaction, loyalty component of music festival through SEM(Structured Equation Model). A survey was conducted from August 10 to August 12, 2012. A total of 350 questionnaires were collected and 314 questionnaires were used. The results of this study are as follows: Firstly, it was found that experience & entertainment factor of participants motivation had a positively significant influence on affective attitude, however, there was not any significant influence on cognitive attitude, in the second place, concern for musician and sense of place factors of participants motivation had a positively significant influence on cognitive attitude, but, there was not any significant influence on affective attitude. Secondly, it was found that the cognitive attitude had a statistically positive effect on affective attitude and satisfaction, but there was not any significant influence on loyalty. Thirdly, it was found that the affective attitude had a positively significant influence on satisfaction and loyalty.

국문 초록 (Abstract)

본 연구는 음악페스티발 구성요소인 참여동기, 태도 그리고 만족도와 충성도의 관계를 구조방정식을 통해 규명하고자 하였다. 설문은 2012년 8월10일부터 12일까지 이루어졌고, 총 350부의 설문이 수거되었고 그 중 314부가 연구에 사용되었다.
본 연구의 결과는 다음과 같다. 첫째, 음악페스티발 방문 동기의 축제의 경험과 오락성요인은 정서적태도에 정(+)의 영향을 미치는 것으로 나타났다, 하지만 인지적 태도에는 아무런 영향관계를 보이지 않았다. 다음으로, 방문동기의 출연 뮤지션의 관심도와 개최지의 장소성요인은 인지적태도에 정(+)의 영향을 미쳤지만, 정서적 태도에는 아무런 영향관계를 보이지 않았다. 두 번째로, 인지적 태도는 통계적으로 정서적 태도와 만족도에 정(+)의 영향을 미치는 것으로 확인되었으나, 충성도에는 아무런 영향관계를 보이지 않았다. 마지막으로 정서적 태도는 만족도과 충성도에 정(+)의 영향관계를 확인할 수 있었다.

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