축제 서비스스케이프가 축제이미지, 감정반응, 행동의도에 미치는 영향: 진안 홍삼축제를 사례로 (The effect of festival servicescape on festival image, emotional response, and behavior intention)

서지정보

· 발행기관 : 관광경영학회
· 수록지 정보 : 관광경영연구 / 22권 / 6호 / 309 ~ 330페이지
· 저자명 : 류인평, 정총화, 이정섭

초록

The Effect of the study is investigate of festivalservicescape on festival image, emotional response, and behavioral intention for tourists participating in Jinan Ginseng Festival in 2018 Jinangun, Jeollabukdo. The Jinan red ginseng festival starts in 2013 and runs for 6 times until 2018. It is a festival held under the theme of ginseng, a special product of Jinan. The image of the festival theme is stronger than any festival. And the entrance of the festival is concentrated in one place, and the arrangement of the festival is a festival that plays a big role for the tourists participating in the festival. Therefore, the festival service landscape tries to investigate the influence of the relationship between the festival image, the emotional response and the behavioral intention. This study was to investigate the influence structure of the variables on the festival servicescape based on the theories of literature research and previous studies in order to identify the cognitive image, emotional image, emotional response, and factor structure of the behavioral intention. First, the influence of the festival servicescape on the festival cognitive image was influenced by the factors of 'fidelity', 'information', 'design' Respectively. Second, the influence of the festival servicescape on the festival emotional image has a significant influence on the factors of 'fidelity' and 'suitability' except the 'information' and 'design' Respectively. Third, all four factors of festival servicescape have a significant influence on the influence on the emotional response to festival servicecape. Fourth, all four factors of festival servicescape were found to have a significant influence on the influence of festival service landscape on behavioral intention festival cognition Image, and emotional image were all significant influences. Fifth, festival cognitive image and emotional image had significant influence on emotional response and behavioral influence on festival image. Sixth, the effect of the festival on the behavioral intentions of the emotional response showed that the higher the emotional response of the festival participants, the higher the intention to act.

영어초록

The Effect of the study is investigate of festivalservicescape on festival image, emotional response, and behavioral intention for tourists participating in Jinan Ginseng Festival in 2018 Jinangun, Jeollabukdo. The Jinan red ginseng festival starts in 2013 and runs for 6 times until 2018. It is a festival held under the theme of ginseng, a special product of Jinan. The image of the festival theme is stronger than any festival. And the entrance of the festival is concentrated in one place, and the arrangement of the festival is a festival that plays a big role for the tourists participating in the festival. Therefore, the festival service landscape tries to investigate the influence of the relationship between the festival image, the emotional response and the behavioral intention. This study was to investigate the influence structure of the variables on the festival servicescape based on the theories of literature research and previous studies in order to identify the cognitive image, emotional image, emotional response, and factor structure of the behavioral intention. First, the influence of the festival servicescape on the festival cognitive image was influenced by the factors of 'fidelity', 'information', 'design' Respectively. Second, the influence of the festival servicescape on the festival emotional image has a significant influence on the factors of 'fidelity' and 'suitability' except the 'information' and 'design' Respectively. Third, all four factors of festival servicescape have a significant influence on the influence on the emotional response to festival servicecape. Fourth, all four factors of festival servicescape were found to have a significant influence on the influence of festival service landscape on behavioral intention festival cognition Image, and emotional image were all significant influences. Fifth, festival cognitive image and emotional image had significant influence on emotional response and behavioral influence on festival image. Sixth, the effect of the festival on the behavioral intentions of the emotional response showed that the higher the emotional response of the festival participants, the higher the intention to act.

참고자료

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