• The Journal of the Korea Contents Association
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• v.17 no.7
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• pp.455-477
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• 2017

The purpose of this study is to develop the service scales of festival quality. We derived five constituent factors, service quality measures of local festivals through the extensive literature review in Previous studies. We named these qualities "COKITQUAL" that is consist of Convenience, Information, Kindness, Operation, Corporeity. We conducted the empirical analysis for the participants in "Hwacheon Sancheoneo Festival" to verify the "COKITQUAL". As the result, Information, Kindness, Operation affected positively on Festival Satisfaction among all SERVQUALs. However, Convenience and Corporeity did not positively affected on the dependent variable. And then, Festival Satisfaction positively affected on on Behavior Intention. This study developed the Service quality concerned with local festivals which is crucial fundamentals to quantify Festival SERVQUAL through empirical study. The proper applications and usage of these newly introduced local festival qualities enable to acquire the sustainable competitive advantage in local festival.