축제 이미지가 품질, 만족, 재방문의도 및 구전에 미치는 영향에 관한 연구 - 2001 안동국제탈춤페스티벌을 중심으로 -

서지정보

ㆍ발행기관 : 한국관광서비스학회 ㆍ수록지정보 : 관광서비스연구 / 2권 / 2호
ㆍ저자명 : 하헌국, 김근우, 이성우

목차

Ⅰ. 서 론
II. 이론적 고찰과 가설 설정
Ⅲ. 조사설계
1. 표본 설계와 자료수집
2. 설문지 설계와 변수의 조작화
3. 통계처리방법
Ⅳ. 가설검정
V. 결론 및 시사점

영어 초록

This paper focuses on the relationship between the image of '2001 Andong
MaskDance Festival as perceived by tourists and their behavioral intentions,
and between that same image and the post visit evaluation of '2001 Andong
MaskDance Festival.. The results of the empirical study show that festival
image is a direct antecedent of perceived quality, satisfaction, intention to
return and willingness to recommend the festival. The role of image as a key
factor in festival marketing is thus confirmed. With reference to the other
relationship, on the one hand, it is confirmed that quality has a positive
influence on satisfaction, intention to return and willingness to recommend the
festival. On the other hand, it is confirmed that satisfaction has a positive
influence on intention to return. However, the influence of satisfaction on
willingness to recommend cannot be corroborated. In this sense, further
research could be necessary.

참고 자료

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