2003 경주세계문화엑스포 방문객 이미지 평가에 관한 실증적 연구

다국어 초록 (Multilingual Abstract)

This study was conducted finding the meaningful factors of festival images(Gyeongju World Culture EXPO 2003). Through various types of literature reviews, 24 festival images attributes were distilled. As a result of factor, multiple regression, correspondence analysis, major findings and marketing implications could be summarized as follows: First, 4 factors such as; experience/amusing factor, information factor, convenience factor, using factor were extracted. Second, they were revealed to have very strong relationship with the overall satisfaction of festival visitors within the significance level of 0.01. Among the factors, the most important factor was experience/amusing & convenience factor for the overall satisfaction. Third, strategic tourism marketing analysis and policies should be reinforced for enhancing festival images.

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