DOI QR코드

DOI QR Code

지역축제 서비스 품질의 방문객 만족 영향요인 - 기지시 줄다리기 축제 -

Factors Influencing Visitors' Satisfaction in Local Festival - Case of Gigisi Folk Festival -

  • 신현배 (공주대학교 산업과학대학 지역개발학부) ;
  • 박덕병 (공주대학교 산업과학대학 지역개발학부)
  • Shin, Hyun-Bae (Department of Regional Development, College of Industrial Science, Kongju National University) ;
  • Park, Duk-Byeong (Department of Regional Development, College of Industrial Science, Kongju National University)
  • 투고 : 2018.11.12
  • 심사 : 2018.12.10
  • 발행 : 2018.12.30

초록

The concept of visitor satisfaction and service quality are notably two important concepts in marketing. Two concepts are important in addressing theoretical as well as practical issue for marketers and consumer researchers. The study aims to identify the factors influencing visitor satisfaction in local folk festival. Data were collected from 432 residents of festival visitors through structured survey questionnaires. Results showed that whereas program contents and staff were more like positively to affect visitor satisfaction, accommodation and amenity affected visitor satisfaction negatively. Therefore, in order to visitors' satisfaction, practitioners and policy makers need to develop program contents and staff ability.

키워드

<표 1> 선행연구

NCJDBX_2018_v25n4_199_t0001.png 이미지

<표 2> 응답자의 사회 인구학적 특징

NCJDBX_2018_v25n4_199_t0002.png 이미지

<표 3> 응답자의 관광행동 특성

NCJDBX_2018_v25n4_199_t0003.png 이미지

<표 4> 서비스 품질에 대한 탐색적 요인분석

NCJDBX_2018_v25n4_199_t0004.png 이미지

<표 5> 축제 방문객의 전반적 만족도에 대한 회귀분석

NCJDBX_2018_v25n4_199_t0005.png 이미지

참고문헌

  1. 기지시 줄다리기 축제위원회. (2018). 2018 당진기지시 줄다리기 민속축제 평가보고서. 당진: 기지시 줄다리기 축제위원회.
  2. 기지시 줄다리기 홈페이지. (2018). 국가무형문화제 제75호 기지시 줄다리기. 줄다리기 소개. www.gijisi.com
  3. 고호석. (2009). 지역축제 서비스품질이 만족도와 방문객 충성도에 미치는 영향. 농촌관광연구, 16(2), 25-47.
  4. 김성조, 임재문, & 유창근. (2014). 음악축제의 방문 동기와 태도가 만족도, 충성도에 미치는 영향: 인천 펜타포트락 페스티발을 중심으로. 관광학연구, 38(9), 315-337.
  5. 김철원, 서현숙, & 이태숙. (2013). 축제가 지역주민의 삶의 질에 미치는 영향. 관광학연구, 35(9), 73-92.
  6. 김홍철. (2012). 지역축제의 서비스품질과 축제만족도, 사후행동의도 간의 구조관계에 관한 연구: 익산 전국돌 문화축제를 사례로. 한국지역지리학회지, 18(3), 326-335.
  7. 문성종, & 손대현. (2007). 지자체의 지역축제 정책결정을 위한 우선순위에 관한 연구: 제주지역 축제를 중심으로. 관광연구, 22(1), 325-342.
  8. 문화체육관광부. (2018). 2017년 문화관광축제 종합평가 보고서. 세종: 문화체육관광부.
  9. 문화체육관광부. (2017). 2016년 문화관광축제 종합평가 보고서. 세종: 문화체육관광부.
  10. 박덕병, 이민수, 김소윤, & 신현배 (2017). 지역축제 서비스 품질의 방문객 만족 영향요인. 농촌지도와 개발, 24(5), 185-197.
  11. 심규원, & 이주희 (2010), 지역축제의 서비스품질이 방문객 만족도 및 충성도에 미치는 영향: 대구 약령시 한방축제를 대상으로. 한국산림휴양, 14(1), 31-39.
  12. 심상화. (2010). 지역축제 서비스품질이 방문자의 만족과 재방문의도에 미치는 영향: 강릉단오제 방문자를 중심으로. 관광레저연구, 22(4), 377-394.
  13. 손해경, & 윤유식. (2013). 축제품질과 지각된 가치, 만족, 충성도, 지출 비용간 구조적 관계분석: 경북 영덕대게축제를 중심으로. 관광학연구, 37(4), 187-210.
  14. 안이영노, & 김광욱 (2004). 기지시 줄다리기의 전통과 재창조: 문화원형을 개발하는 전략의 함의. 인문콘텐츠, 3, 331-348.
  15. 오순환. (2017). 공동체 환경변화와 축제에 대한 담론. 관광학연구, 41(5), 73-89.
  16. 이경모, & 손선미. (2009). 축제 품질이 방문자 만족과 행동의도에 미치는 영향. 이벤트컨벤션연구, 5(1), 55-69.
  17. 이인화. (2009). 중요무형문화재 75호 기지시 줄다리기의 유래 재검토: 민속지리학적 측면에서. 실천민속학연구, 13, 35-69.
  18. 정연정. (2009). 충북의 지역축제 현황 및 개선방안. 청주: 충북연구원.
  19. 정형기, & 이길호. (2013). 지역 민속축제 활성화 방안 연구: 당진 기지시줄다리기를 중심으로. 관광경영연구, 17(3), 389-406.
  20. 최화식, & 김현욱. (2012). 지역축제의 서비스 질과 만족도에 관한 연구: 화천 산천어 축제를 중심으로. 사회과학연구, 19(1), 219-246.
  21. 허문경. (2013). 축제참여경험에 대한 현상학적 고찰: 조선무과 전주대회를 사례로. 관광학연구, 37(10), 277-298.
  22. Anderson, E. W. (1998). Word of mouth as a consequence of customer satisfaction. Journal of Service Research, 1, 5-17. https://doi.org/10.1177/109467059800100102
  23. Atilgan, E., Akninci S., & Aksoyy, S. (2003). Mapping service quality in the tourism industry. Managing Service Quality, 13(5), 412-422. https://doi.org/10.1108/09604520310495877
  24. Ayob, N., & Said, A. (2010). Service quality and customer satisfaction within festival and special event. Knowledge management, Proceeding of the Knowledge Management International Conference, 25-27 May 2010, Terengganu, Malaysia.
  25. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5
  26. Beaven, Z., & Laws, C. (2007). Service quality in arts events: Operations management strategies for effective delivery. Event Management, 10, 209-219.
  27. Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205
  28. Brown, Steven P., & Beltramini, Richard F. (1989). Consumer Complaining and Word of Mouth Activites: Field Evidence. In Advances in Consumer Research, 16, 9-16.
  29. Bruwer, J. (2014). Service quality perception and satisfaction: Buying behaviour prediction in an Australian festivalscape. International Journal of Tourism Research, 16, 76-86. https://doi.org/10.1002/jtr.1901
  30. Bruwer, J., & Kelley, K. (2015). Service performance quality evaluation and satisfaction in a USA wine festivalscape: Buying behavioural effects. International Journal of Event and Festival Management, 6(1), 18-38. https://doi.org/10.1108/IJEFM-04-2014-0009
  31. Childress, R. D., & Crompton, J. L. (1997). A comparison of alternative direct and discrepancy approaches to measuring quality of performance at a festival. Journal of Travel Research, 36(2), 43-57. https://doi.org/10.1177/004728759703600207
  32. Cho, H-S., Byun B., & Shin, S. (2014). An examination of the relationship between rural tourists' satisfaction, revisitation and information preferences: A Korean case study. Sustainability, 6, 6293-6311. https://doi.org/10.3390/su6096293
  33. Choo, H., Ahn, K., & Petrick, J. (2016). An integrated model of festival revisit intentions: Theory of planned behavior and festival quality/satisfaction. International Journal of Contemporary Hospitality Management, 28(4), 818-838. https://doi.org/10.1108/IJCHM-09-2014-0448
  34. Cole, S. T., & Illum, S. F. (2006). Examining the mediating role of festival visitors' satisfaction in the relationship service quality and behavioral intentions. Journal of Vacation Marketing, 12(2), 160-173. https://doi.org/10.1177/1356766706062156
  35. Churchill, G., Suprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491-504. https://doi.org/10.1177/002224378201900410
  36. Crompton, J. L., & Love, L. L. (1995). The predictive validaity of alternative approaches to evaluating quality of a festival. Journal of Travel Research, 34, 11-24. https://doi.org/10.1177/004728759503400102
  37. Crompton, J. L., & McKay, S. L. (1997). Motivers of visitors attending festival events. Annals of Tourism Research, 24(2), 425-439. https://doi.org/10.1016/S0160-7383(97)80010-2
  38. DeMoranville C. W., & Bienstock, C. C. (2003). Question order effects in measuring service quality. International Journal of Research in Marketing 20(3), 217-231. https://doi.org/10.1016/S0167-8116(03)00034-X
  39. Gardi, A. (2014). Visitor satisfaction at a local festival: An importance-performance analysis of Oktoberfest. Master thesis. University of Waterloo, Canada.
  40. Getz, D. (1997). Festival management and event tourism, Cognizant Communications. New York: Elmsford.
  41. Getz, D. (2002). Why festivals fail. Event Management, 7, 209-219. https://doi.org/10.3727/152599502108751604
  42. Getz, D. (2005) Event management & event Tourism(2nd ed.). Sydney: Cognizant Communication Corporation.
  43. Getz, D., Anderson, T. D., & Carlson, J. (2010). Festival management studies. International Journal of Event and Festival Management, 1, 29-59. https://doi.org/10.1108/17852951011029298
  44. Getz, D., Anderson, T. D., & Larson, M. (2006). Festival stakeholder roles: Concepts and case studies. Event Management, 10, 103-122. https://doi.org/10.3727/152599507780676689
  45. Hair, J., Black, W., Babin, B., Anderson, R., & Tatham. R. L. (2006). Multivariate data analysis. Englewood Cliff, NJ: Pearson Prentice Hall.
  46. Herzberg, F., Mausner, B., & Snyderman, B. (1959). The motivation to work (2d ed.). New York: Wiley.
  47. Hong, K-W. (2003). The role of involvement in an integrated satisfaction model: The case of special event tourism. Ph.D thesis The Pennsylvania State University.
  48. Hsieh, L. F., Lin L. H., & Lin, Y. Y. (2008). A service quality measurement architecture for hot spring hotels in Taiwan. Tourism Management, 29(3), 429-438. https://doi.org/10.1016/j.tourman.2007.05.009
  49. Huang, J. Z., Li, M., & Cai, L. A. (2010). A model of community-based festival image. International Journal of Hospitality Management, 29(2), 254-260. https://doi.org/10.1016/j.ijhm.2009.10.010
  50. Hui, T. K., Wan, D., & Ho, A. (2007). Tourists' satisfaction, recommendation and revisiting Singapore. Tourism Management, 28, 965-975. https://doi.org/10.1016/j.tourman.2006.08.008
  51. Kozak, M., & Rmmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38, 260-269. https://doi.org/10.1177/004728750003800308
  52. Lee, J., & Beeler, C. (2007). The relationships among quality, satisfaction, and future intention for first-time and repeat visitors in a festival setting. Event Management, 10, 197-208.
  53. Lee, J., & Beeler, C. (2009). An investigation of predictors of satisfaction and future intention: Links to motivation, involvement, and service quality in a local festival. Event Management, 13(1), 17-29. https://doi.org/10.3727/152599509789130584
  54. Lee, Y-K., Lee, C-K., Lee, S-K., & Babin, B. J. (2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64. https://doi.org/10.1016/j.jbusres.2006.05.009
  55. Lee, W., Sung, H., Suh, E., & Zhao, J. (2017). The effects of festival attendees' experiential values and satisfaction on re-visit intention to the destination: The case of a food and wine festival. International Journal of Contemporary Hospitality Management, 29(3), 1005-1027. https://doi.org/10.1108/IJCHM-10-2015-0559
  56. Mogan, M. (2008). What makes a good festival Understanding the event experience. Event Management, 12(1), 81-93. https://doi.org/10.3727/152599509787992562
  57. Nicholson, R., & Pearce, D. G. (2001). Why do people attend events: A comparative analysis of visitor motivations at four south island events. Journal of Travel Research, 39(1), 449-460. https://doi.org/10.1177/004728750103900412
  58. Oliver, R. L. (1981). A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research, 17(3), 460-469.
  59. O'Neill, M., Getz, D., & Carlsen, J. (1999). Evaluation of service quality at events: The 1998 Coca-Cola masters surfing event at Margaret River, Western Australia. Managing Service Quality: An International Journal, 9(3), 158-166. https://doi.org/10.1108/09604529910267064
  60. Ozdemir, G., & Culha, O. (2009). Satisfaction and loyalty of festival visitors. Anatolia, 20(2), 359-373. https://doi.org/10.1080/13032917.2009.10518914
  61. Papadimitriou, D. (2013). Service quality components as antecedents of satisfaction and behavioral intentions: The case of a Greek carnival festival. Journal of Convention & Event Tourism, 14(1), 42-64. https://doi.org/10.1080/15470148.2012.755885
  62. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  63. Park, M., Daniels, M. J., Brayley, R. E., & Harmon, L. K. (2008). The national cheery blossom festival: Management of facilities, services, and human impacts. Conference Proceedings of the 49th Travel and Tourism Research Association (TTRA) International Conference.
  64. Park, J., Lee, G., & Park, M. (2009). Program quality, service quality, and visitor satisfaction within the film festival context: Evaluating major film festivals in Korea. Proceeding at the international conference of Travel and Tourism Research Association. Amherst, MA: University of Massachusetts.
  65. Ritchie, B. W. (1996). How special are special events The economic impact and strategic development of the New Zealand Masters Games. Festival Management & Event Tourism. 4, 117-126. https://doi.org/10.3727/106527096792195335
  66. Ross, G. F. (1993). Destination evaluation and vacation preferences. Journal of Travel Research, 20, 477-489.
  67. Son, S. M., & Lee, K. M. (2011). Assessing the influences of festival quality and satisfaction on visitor behavioral intentions. Event Management, 15(3), 293-303. https://doi.org/10.3727/152599511X13124625650700
  68. Song, H. J., Bae, S. Y., & Lee, C.-K. (2017). Identifying antecedents and outcomes of festival satisfaction: The case of a cosmetics & beauty expo. International Journal of Contemporary Hospitality Management, 29(3), 947-965. https://doi.org/10.1108/IJCHM-02-2016-0069
  69. Siu, N. Y.-M., Wan, P. Y. K., & Dong, P. (2012). The impact of the servicescape on the desire to stay in convention and exhibition centres: The case of Macao. International Journal of Hospitality Management, 31(1), 236-246. https://doi.org/10.1016/j.ijhm.2011.06.011
  70. Thrane, C. (2002). Music quality, satisfaction, and behavioral intentions within a jazz festival context. Event Management, 7, 143-150. https://doi.org/10.3727/152599502108751541
  71. Tomas , S. R., Scott, D., & Crompton, J. L. (2002). An investigation of the relationships between quality of service performance, benefits sought, satisfaction and future intention to visit among visitors to a zoo. Managing Leisure, 7, 239-250. https://doi.org/10.1080/136067102100005589
  72. van Raaij, W., & Francken, A. (1984). Satisfaction and leisure activities. Annals of Tourism Research, 11(1), 101-113. https://doi.org/10.1016/0160-7383(84)90098-7
  73. Wilson, J., Arshed, N., Shaw, E., & Pret, T. (2017). Expanding the domain of festival research: A review and research agenda. International Journal of Management Reviews, 19, 195-213. https://doi.org/10.1111/ijmr.12093
  74. Yoon, Y-S., Lee, J-S., & Lee, C-K. (2010). Measuring festival quality and value affecting visitors satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29, 335-342. https://doi.org/10.1016/j.ijhm.2009.10.002
  75. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016
  76. Yuan, J., & Jang, S. (2008). The effects of quality and satisfaction on awareness and behavioral intentions: Exploring the role of a wine festival. Journal of Travel Research, 46, 279-288. https://doi.org/10.1177/0047287507308322
  77. Zheng, Y., Wang, J., Tsai, S-B., Li, G., & Wang, J. (2017). Research on customer satisfaction in marine cultural and sustainable tourism: A case study of Shanghai. Sustainability, 9, 921-931. https://doi.org/10.3390/su9060921