이벤트 품질, 가치, 태도, 그리고 행동의도 간 구조적 영향관계 분석 = An Analysis of Structural Effect Relation among Event Quality, Value, Attitude, and Behavioral Intention

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to examine the effect relationships among event quality, value, attitude, and behavioral intention. To this end, onsite survey was conducted for visitors to the Busan International Seafood & Fisheries EXPO. The analysis results indicate that program and environment of event quality constructs had a positive effect on functional value of event, whereas all event quality constructs(program, environment, location) had a positive effect on emotional value of event. Particularly, program was found more important variable than environment and location in explaining emotional value of event. Also, functional value and emotional value of event had a positive effect on attitude toward event which in turn, influenced on attitude toward destination. Meanwhile, emotional value of event was stronger than functional value in influencing attitude toward event. Finally, attitude toward event and attitude toward destination appeared to be positively related to behavioral intention. According to importance among variables explaining behavioral intention, attitude toward event was first, followed by attitude toward destination. Based on these findings, academical and practical implications were further discussed in the concluding section.

참고문헌 (Reference)

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