지역축제의 지각된 품질이 재방문, 구전에 미치는 영향연구 = The Perceived Quality of Festival Effects on Visitor's Revisit and Word of Mouth -focus on Mediating Effect of Perceived Satisfaction-

다국어 초록 (Multilingual Abstract)

The object of this study is to analysis the relationship among perceived quality of festival, perceived satisfaction, and behavioral intention of tourist. The Young-Dong Grapes Festival in 2008 was investigated for our field survey. The research revealed that evaluation attributions affected on perceived quality of festival and behavioral outcomes. The results of the regression analysis is as like follows. First, Perceived quality of festival had positive effects on the customer satisfaction. Second. perceived satisfaction had positive effects on behavioral attitude(revisit & positive word of mouth). Based upon the results of analysis, it is necessary that the manager or planner of festival must pur the emphasis on researching and planning festival programme particularly on participating program Its program works as pull factors and leads the success of festival.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 문제제기 및 연구목적
• Ⅱ. 축제 품질의 이론연구
• Ⅲ. 조사대상 및 연구모형
• Ⅳ. 연구모형 및 가설 검증
• Ⅴ. 시사점 및 결론
• 참고문헌