환경단서가 축제방문객의 만족 및 충성도에 미치는 영향: 강원도 산천어축제를 대상으로 = The Influence of Environmental Cues on Festival Visitors' Satisfaction and Loyalty: The Case of Gangwon-do Sancheoneo Ice Festival

다국어 초록 (Multilingual Abstract)

This study aimed to examine the influence of festival environmental cues on visitors’ satisfaction and loyalty focused on 2010 Sancheoneo Ice Festival. The survey was performed in the festival period, 29-31 of January, 2010 and 278 samples out of 300 were used. The main study results and implications of empirical analysis as follows; First, the festival environmental cues are important factors in deciding the visitors’ satisfaction and loyalty. Overall festival satisfaction was found out as the dominant factors especially of the festival event contents and food. As Sancheoneo Ice Festival is local products sales-oriented, festival marketers or organizers need to develop and promote festival products-especially ‘food’ continuously. On the other hand, accessibility, festival facilities had no influence on festival satisfaction and loyalty. Therefore festival organizers should manage these factors-more clean and cozy resting rooms in cold days, etc.- for the post festivals based on this analysis. Second, festival satisfaction had influence on visitors’ loyalty, that is revisit intention and word of mouth. Therefore, Sancheoneo Ice Festival organizers should consider the quality of festival contents, information and promotion as festival environmental cues. Because theses factors are key cues deciding visitors’ festival satisfaction and loyalty, festival organizers should improve on and off-line promotion(diverse events) to get more potential visitors' interest in post festival.

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