지역축제 환경단서와 체험이 만족도와 행동의도에 미치는 영향 연구 = 금산세계인삼엑스포 방문객 중심으로

다국어 초록 (Multilingual Abstract)

This research was conducted on the visitors of the 2011 Geumsan World Ginseng Expo to provide implications about the importance of physical/environmental factors of the regional festivals by examining the effects of the environment cues and experiences of festivals on the degree of satisfaction and the behavioral intention, and the research results are as follows. First, as the result of analyzing the factors for the environmental cues of 22 regional festivals, 4 factors of 「contents/participating benefits」, 「gifts / food」, 「traffic / accessibility」, and 「convenience facilities」were derived and experiences were found to be 4 dimensions (「educational」, 「enjoyable」, 「deviant」, and 「entertaining」). Second, as the result of empirical analysis, the regional festival environmental cues were found to have positive effects on the degree of satisfaction. Among the environmental cues, 「contents / participating benefits」and 「convenience facilities」factors were found to have significant effects on the degree of satisfaction at the significance levels of p<0.01 and p<0.05, but 「gifts / food」and 「traffic / accessibility」factors were found to be not significant. Third, the regional festival experiences were found to have significantly positive (+) effects on the degree of satisfaction. Finally, the festival satisfaction was found to have positive (+) effects on the behavioral intention of visitors, that is, return visits, recommendation intention, and oral transmission intention.