커뮤니케이션 광고 전략이 축제방문객의 기대와 지각된 품질, 만족 및 축제충성도에 미치는 영향: 2009 인천세계도시축전 방문객 대상 = The Effect of a Communication Advertising Strategy on Expectation, Perceived Quality, Satisfaction and Festival Loyalty: Focused on Visitors to “the Global Fair & Festival 2009 Incheon, Korea”

다국어 초록 (Multilingual Abstract)

This research was to estimate the effect of communication advertising strategy on expectation, perceived quality, satisfaction and festival loyalty. Data for empirical analysis were collected from visitors to “the Global Fair & Festival 2009 Incheon, Korea” from 9 to 11 October in 2009 with convenient random sampling. The results from the empirical analysis are as following. First, SEM revealed that advertising has a positive effect on all the constructs, namely, expectation, perceived quality, satisfaction and loyalty. Second, It is found that festival program acts as the most important one among 5 factors of FSQ(‘festival program’, ‘souvenir and food’, ‘tourism linkage’, ‘facilities’ ‘accessibility’) extracted by EFA and CFA. According to this results, the effect of advertising in the festival context could be improved by managing festival program in marketing communication including advertising. The other hand, the factors such as ‘souvenir and food’, ‘tourism linkage’, ‘accessibility’ need to be improved in order to guarantee its competitiveness.

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