Browse > Article
http://dx.doi.org/10.12653/jecd.2019.26.1.0017

Motivational Factors Influencing Visitors' Satisfaction - Moderating Effects on Tourism Involvement -  

Shin, Hyun-Bae (Department of Community Development, College of Industrial Science (Kongju National University))
Kim, So Yun (National Institute of Agricultural Sciences, RDA)
Park, Duk-Byeong (Department of Community Development, College of Industrial Science (Kongju National University))
Publication Information
Journal of Agricultural Extension & Community Development / v.26, no.1, 2019 , pp. 17-30 More about this Journal
Abstract
Tourism motivation and involvement are important variables influencing visitors satisfaction. The study aims to identify the factors influencing visitors' satisfaction. Particularly, the study examine the moderating effects on tourism involvement between tourism motivation and visitors' satisfaction. Data were collected from 430 usable questionnaires among visitors of Gigisi local festival. Results of a factor analysis yielded three dimensions of tourism motivation which are family and local food, recreation and escape, and social factor. Results show that social factors among three dimensions of sense of community have significance for visitors satisfaction. And tourism involvement has a negative interactional effects as a moderator between recreation and escape motivation and involvement. It means that even though higher recreation and escape motivation, less likely to have visitors satisfaction if visitors have higher involvement in local festival. It was suggested that tourism motivation and involvement should be considered in local festival management and policy.
Keywords
local festival; tourism motivation; visitors' satisfaction; involvement;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 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.   DOI
2 Selin, S. W., & Howard, D. R. (1988). Ego involvement and leisure behavior: A conceptual specification, Journal of Leisure Research, 20(3), 237-244.   DOI
3 Suh, J-C., & Yi, Y. (2006). When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145-155.   DOI
4 Toyama, M., & Yamada, Y. (2012). The relationships among tourist novelty, familiarity, satisfaction, and destination loyalty: Beyond the novelty-familiarity continuum. International Journal of Marketing Studies, 4(6), 10-18.
5 Van Raaij, W., & Francken, A. (1984). Satisfaction and leisure activities. Annals of Tourism Research, 11(1), 101-113.   DOI
6 Wang, C. Y., & Wu, L. W. (2011). Reference effects on revisit intention: Involvement asa moderator. Journal of Travel & Tourism Marketing, 28(8), 817-827.   DOI
7 Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45-56.   DOI
8 Yuan, J. J., Cai, L. A., Morrison, A. M., & Linton, S. (2004). An analysis of wine festival attendees’ motivations: A synergy of wine, travel and special events?. Journal of Vacation Marketing, 11(1), 41-58.   DOI
9 Petrick, J. F., & Sirakaya, E. (2004). Segmenting cruisers by loyalty. Annals of Tourism Research, 31(2), 472-475.   DOI
10 Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.   DOI
11 Zhao, S., Lee, W., Suh, E., & Zhao, J. (2012). Examining how festival attendees' motivation affect their involvement and satisfaction: Food & Wine attendees' perspective. Paper presented at the TTRA.
12 Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, 31(2), 274-284.   DOI
13 가정혜, 김진옥, & 이충기. (2018). 축제 참가자의 동기, 지각된 가치, 만족도 및 행동의도 간의 구조적 관계 분석. 관광연구저널, 32(7), 157-169.
14 고성희, 박형준, & 김동현. (2015). 정부출연 연구기관의 조직효과성에 관한 연구: 기관장 리더십과 팔로워십의 상호작용을 중심으로. 한국인사행정학회보, 14(2), 51-69.
15 김근우. (2004). 지역축제의 방문동기가 만족도에 미치는 영향 분석-청도소싸움축제를 중심으로. 관광학연구, 27(4), 203-218.
16 김재곤, & 송경숙. (2011). 축제이벤트에서의 전통향토 음식 체험관광에 대한 관광동기가 기대도와 지역애착 및 관광만족에 미치는 영향. 한국콘텐츠학회, 11(10), 434-448.   DOI
17 김미정, 윤태환, & 유형숙. (2016). 지역축제 참여동기와 만족에 관한 연구: 2015 기장멸치축제를 방문한 지역주민과 외지방문객을 대상으로. 관광연구, 31(3), 195- 211.
18 김영석. (2013). 축제동기가 만족 및 재참여에 미치는 영향 연구. 관광연구저널, 27(1), 189-202.
19 김정준. (2016). 지역축제 관광객들의 방문동기가 관여도, 축제만족도, 그리고 충성도에 미치는 영향: 보령 머드축제를 중심으로. 관광레저연구, 28(9), 429-445.
20 류인평, & 김정준. (2010). 관광동기와 관여도에 따른 관광목적지 매력성 연구. 관광경영연구, 14(3), 69-93.
21 류인평, 정총화, & 손진동. (2018). 축제 참가자 참여 동기, 매력성, 관여도 만족도 연구: 한.일 야간축제를 중심으로. 관광경영연구, 22(4), 69-97.
22 문화체육관광부 홈페이지. (2019). 2019년 지역축제 개최 계획. 세종: 문화관광부. www.mcst.go.kr
23 박덕병, & 김경희. (2011). 농촌관광에 있어서 관광동기와 만족이 충성도에 미치는 구조관계 분석-성별의 조절효과. 한국지역사회생활과학회지, 22(2), 283-298.   DOI
24 박덕병, 이민수, 김소윤, & 신현배. (2017). 지역축제 서비스 품질의 방문객 만족 영향요인. 농촌지도와 개발, 24(3), 185-197.
25 박양우, & 손원성. (2010). 축제이미지-자아이미지 일치성이 관광객 만족 및 행동의도에 미치는 영향: 축제 관여도를 매개변수로. 관광연구, 25(4), 201-225.
26 손병모, & 이한. (2011). 관광객의 관광동기가 관광만족 및 행동의도에 미치는 영향: 관여도의 조절효과를 중심으로. 관광.레저연구, 23(3), 23-42.
27 신현배, & 박덕병. (2018). 지역축제 서비스 품질의 방문객 만족 영향요인. 농촌지도와 개발, 24(4), 199- 210.
28 안태기. (2017). 섬 관광객의 관광동기가 섬관광 선택속성에 미치는 영향: 관여도를 조절효과로. 관광경영연구, 21(6), 29-47.
29 안경모, & 김주연. (2009). 축제 참가자의 유용적-쾌락적 동기가 만족과 재방문의도에 미치는 영향-양양송이축제 참가자를 대상으로. 관광.레저연구, 21(1), 7-26.
30 안대희, & 이낙귀. (2009). 축제 방문객의 참여 동기가 참여몰입 및 참여만족에 미치는 영향. 한국콘텐츠학회, 9(2), 391-399.   DOI
31 이덕순. (2013). 음식관광 관여도와 동기가 참여활동과 만족도에 미치는 영향. 관광연구, 28(5), 325-342.
32 이덕순. (2017). 축제방문객의 방문동기가 만족에 미치는 영향에 관한 연구: 사전지식의 조절효과를 중심으로. 관광경영연구, 21(1), 227-246.
33 이유재. (1994). 상호작용효과를 포함한 다중회귀분석에서 주효과의 검증에 대한 연구. 경영학연구, 23(4), 183-210.
34 이지현, 서정회, & 이종호. (2018). 지역축제 방문동기와 이미지 및 축제만족도, 충성도와의 구조적 관계. 관광학연구, 42(1), 237-251.
35 이준혁, 원철식, 최영준, 박대환, & 정구점. (2006). 기장대변멸치축제 방문객 동기분석에 기초한 만족도, 재방문의사, 시장세분화 사례연구: 2001/2005년도 비교를 중심으로. 관광학연구, 30(1), 71-89.
36 이태희. (2002). 관여도 수준에 따른 지방축제 관광객 시장세분화 방법 비교 연구. 관광학연구, 26(1), 135- 148.
37 이후석, & 오민재. (2005). 드라마 촬영지 관광동기 유형에 따른 시장세분화에 관한 연구: 부천 판타스틱 스튜디오 관광객을 사례로. 관광연구저널, 19(1), 297-311.
38 정승환, 최영재, & 정혜진. (2017). 축제서비스품질이 만족도와 행동의도에 미치는 영향 연구-안산 국제거리극 축제를 중심으로. 호텔경영학연구, 26(4), 207-223.
39 Altunel, M. C., & Erkut, B. (2015). Cultural tourism is Istanbul: The mediation effect of tourist expereice and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), 213-221.   DOI
40 Assael, H. (1981). Consumer behavior. New York: Wads Worth.
41 Baez-Montenegro, A., & Devesa-Fernandez, M. (2017). Motivation, satisfaction and loyalty in the case of a film festival: Differences between Local and Non-local Participants. Journal of Cultural Economics, 41, 173-195.   DOI
42 Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.   DOI
43 Bosque, I. R., & Martín, H. S. (2008). Tourist satisfaction: A cognitive-affective model. Annals of Tourism Research, 35(2), 551-573. http:// dx.doi.org/10.1016/j.annals.2008.02.006   DOI
44 Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed). Orlande, FL: Harcourt. Inc.
45 Bryan, H. (1977). Leisure value systems and recreational specialization: The case of trout fishermen. Journal of Leisure Research, a9, 174-187.   DOI
46 Cha, S., McCleary, M., & Uysal, M. (1995). Travel motivations of Japanese overseas travelers: a factor-cluster segmentation approach. Journal of Travel Research, 33(2), 33–39.   DOI
47 Chen, M. L. (2002). Consumer involvement and information search among adult Chinese participants in arts festival and art museums in New York metropolitan area. Ph. D. thesis, New York University, NY.
48 장호찬, & 라선아. (2011). 관광소비자행동론. 서울: 한국방송통신대학교 출판부.
49 Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122. http://dx.doi.org/10.1016/j.tourman.2006.07.007   DOI
50 Chen, C. F., & Tsai, M-H. (2008). Perceived value, satifaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29, 1166-1171.   DOI
51 Chi, C. G. Q. (2012). An examination of destination loyalty differences between first-time and repeat visitors. Journal of Hospitality & Tourism Research, 36(1), 3-24. http://dx. doi.org/10.1177/109634801038 2235   DOI
52 Chi, C. G-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: Qn integrated approach. Tourism Management, 29(4), 624-639.   DOI
53 Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression and correlation analysis for the behavioral sciences. Mahwah, NJ: Routledge.
54 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.   DOI
55 Crompton, J. (1979). Motivations for pleasure travel, Annals of Tourism Research, 6(4), 408-424.   DOI
56 Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, 55-68.   DOI
57 Dann, M. S. (1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187-219.   DOI
58 Fakeye, P. C., & Crompton, J. L. (1992). Importance of socialization to repeat visitation. Annals of Tourism Research, 19(2), 364-367.   DOI
59 Ferns, B. H., & Walls, A. (2012). Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis. Journal of Destination Marketing & Management, 1(1-2), 27-35.   DOI
60 Fodness, D. (1994). Measuring tourist motivation. Annals of Tourism Research, 21(3), 555-581.   DOI
61 Getz, D. (2002). Why festivals fail. Event Management, 7, 209-219.   DOI
62 Getz, D., Anderson, T. D., & Carlson, J. (2010). Festival management studies. International Journal of Event and Festival Management, 1, 29-59.   DOI
63 Gursoy, D., Spangenberg, E. R., & Rutherford, D. G. (2006). The hedonic and utilitarian dimensions of attendees’ attitudes toward festivals. Journal of Hospitality and Tourism, 30(3), 279-294.   DOI
64 Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (pp. 207-219). Upper Saddle River, NJ: Prentice Hall.
65 Havitz, M. E., & Dimenche, F. (1990). Propositions for testing the involvement construct in recreational and tourism contexts. Leisure Sciences, 12(2), 179-195.   DOI
66 Hwang, S-N., Lee, C., & Chen, H-J. (2005). The relationship among tourists’ involvement, place attachment and interpretation satisfaction in Taiwan’s national parks. Tourism Management, 16, 143-156.   DOI
67 Iso-Ahola, S. E. (1980). The social psychology of leisure and tourism. Dubuque, IA: Brown.
68 Iso-Ahola, S. E. (1982). Towards a social psychology theory of tourism motivation. Annals of Tourism Research, 9, 256-262.   DOI
69 Jang, S., & Cai, L. (2002). Travel motivations and destination choice: a study of British outbound market. Journal of Travel and Tourism Marketing, 13(3), 111–133.
70 Kim, S. S., Prideaux, B., & Chon, K. (2010). A comparison of results of three statistical methods to understand the determinants of festival participants' expenditures. International Journal of Hospitality Management, 29(2), 297-307.   DOI
71 Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.   DOI
72 Kim, S. H. (2005). The impact of local festival economy. Koran Public Adminstration Review, 39(4), 221-246.
73 Kim, Y. H., Duncan, J., & Chung, B. W. (2015). Involvement, satisfaction, perceived value, and revisit intention: A case study of a food festival. Journal of Culinary Science & Technology, 13, 133-158.   DOI
74 Lambert, E. G., Minor, K. L., Wells, J. B., & Hogan, N, L. (2016). Social support’s relationship to correctional staff job stress, job involvement, job satisfaction, and organizational commitment. The Social Science Journal, 53(1), 22-32.   DOI
75 Lee, C-K., Lee, Y-K., & Wicks, B. E. (2004). Segmentation of festival motivation by nationality and satisfaction. Tourism Management, 25(1), 61-70.   DOI
76 Lee, T. H. (2007). Ecotourist behavioral model of national forest recreation areas in Taiwan. International Forestry Review, 9(3), 771-785.   DOI
77 Lee, T. H., & Hsu, F. Y. (2013). Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International Journal of Tourism Research, 15, 18-34.   DOI
78 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.   DOI
79 Josiam, B. M., Smeaton, G., & Clements, C. J. (1999). Involvement: Travel motivation and destination selection. Journal of Vacation Marketing, 5(2), 167-175.   DOI
80 Lu, L., Chi, C. G., & Liu, Y. (2015). Authenticity, involvement, and image: Evaluating tourist experiences at historic destricts. Tourism Management, 50, 85-96.   DOI
81 Oliver, R. L. (1981). A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research, 17(3), 460-469.   DOI
82 Mason, M. C., & Nassivera, F. (2012). A conceptualization of the relationships between quality, satisfaction, behavioral intention, and awareness of d festival. Journal of Hospitality Marketing & Management, 22(2), 162-182.   DOI
83 Mechinda, P., Serirat, S., & Guild, N. (2009). An examination of tourists' attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of Vacation Marketing, 15(2), 129-149. http://dx.doi.org/10.1177/1356766708100820   DOI
84 McCabe, A. S. (2000). Tourism motivation process. Annals of Tourism Research, 27(4), 1049-1052.   DOI
85 Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356.   DOI
86 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.
87 Petrick, J. E., & Sirakaya, E. (2004). Segmenting cruisers by loyalty. Annals of Tourism Research, 31(2), 472-475.   DOI
88 Prayag, G. (2009). Tourists' evaluations of destination image, satisfaction, and future behavioral intentions: The case of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836-853. https://doi.org/10.1080/10548400903358729   DOI
89 Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 10(2), 135-146.   DOI