Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on the Effect of Festival Satisfaction on the Determination of Revisited Visits of Festival Visitors -Suncheon food art festival-

축제만족도가 축제장 방문객들의 재방문 결정적 영향분석 -순천 푸드 & 아트 페스티벌 중심으로-

  • An, Tai-Gi (Department of Hotel Tourism management, Gwangju University)
  • 안태기 (광주대학교 호텔관광경영학부)
  • Received : 2017.09.28
  • Accepted : 2017.11.20
  • Published : 2017.11.28
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Abstract

The purpose of this study was to determine the satisfaction and return impact of the Festival visitors visiting the food and art festivals in Suncheon city. which successfully hosted the Suncheon Bay Garden Expo.. In order to carry out this research, hypothesis was set up, and after the questionnaire survey was conducted for the visitors participating in the festival, empirical analysis was conducted through the survey. Also, I would like to present the implications for the tourism development process and the convergence research of the fourth industry for the garden and food tourism of the tourists coming back again in the future due to the festival. The effect of factors on festival satisfaction was found to be influential in order of tourism product, food, guide and public event program. Also products and food facilities. It was confirmed that the guide and publicity part had an influence on the revisit of the festival and also the recommendation of the festival. As a result, the attributes of satisfaction factor of Suncheon Food & Art Festival were confirmed and causality was derived because visitors' satisfaction had positive influence on behavior intention. However, the limitations of the study remain in that it does not reveal the subdivision factors of the satisfaction and perceived satisfaction in measuring the festival satisfaction.

순천시의 원도심권에서 열린 푸드 & 아트 페스티벌에 따른 축제장 방문객들의 만족도와 재방문 결정적 영향을 파악하고자 하였다. 본 연구를 수행하기 위하여 가설을 설정한 뒤 축제에 참여한 방문객을 대상으로 현장설문조사를 후 표본을 추출하여 조사를 통해 실증분석을 시행하였다. 또한 페스티벌 개최로 인해 원도심 지역의 관광 발전과정과 향후에 다시 재방문하는 관광객들이 순천의 정원과 음식 관광에 대한 4차산업의 융합연구에 시사점을 제시하고자 한다. 요인이 축제 만족도에 미치는 영향력을 조사한 결과 관광 상품 및 푸드, 안내 및 홍보 행사프로그램의 순서대로 영향력을 미치는 것으로 확인되었다. 또한 상품 및 음식 편의시설. 안내 및 홍보 부분은 축제의 재방문에 영향력을 미치며 축제의 추천의사에도 미치는 것으로 확인되었다. 결과적으로 순천 푸드& 아트 페스티벌의 만족도 평가요인의 속성을 확인하고 방문객들의 만족이 행동의도에 정(+) 의 영향력을 있어 인과관계를 도출되었다. 하지만 축제만족도를 측정함에 있어 만족도와 인지된 만족의 결과에 대한 정확하게 분석하지 못한 점이 연구의 한계로 남는다.

Keywords

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