축제 체험과 서비스스케이프가 이미지와 만족에 미치는 영향연구 - 부안 마실축제를 중심으로 - (Study on the Impact of Festival Experience and Servicescape on Image and Satisfaction - Focusing on Buan Masil Festival -)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 22권 / 5호 / 177 ~ 199페이지
· 저자명 : 양영관

초록

The as many local governments are experiencing the depopulation crisis and difficulties caused by the coronavirus, efforts are continuing to revitalize local festivals as a means to overcome these limitations. Therefore, this study derived implications regarding the development of local festivals by examining the causal relationship between festival experience, servicescape, image, and satisfaction. First, relationships, actions, and sensations, which are sub-factors of the festival experience, affect the cognitive image, It was found that all factors such as cognition and emotion, relationships and behavior, and the sensory festival experience were influencing the emotional image. Second, it was found that all the sub-factors of festival experience, namely cognition and sensitivity, relationship and behavior, and sensation, influenced festival satisfaction. Third, the sub-factors of festival servicescape, festival music, festival convenience, influence the perceived image of the festival, and festival music, festival cleanliness, festival experience, festival convenience It was confirmed that all the factors influence festival emotional images. Fourth, the sub-factors of the festival servicescape music, cleanliness, experience, and convenience were all found to influence festival satisfaction. Fifth, it was shown that cognitive image and emotional image, which are subfactors of festival image, influence festival satisfaction.

영어초록

The as many local governments are experiencing the depopulation crisis and difficulties caused by the coronavirus, efforts are continuing to revitalize local festivals as a means to overcome these limitations. Therefore, this study derived implications regarding the development of local festivals by examining the causal relationship between festival experience, servicescape, image, and satisfaction. First, relationships, actions, and sensations, which are sub-factors of the festival experience, affect the cognitive image, It was found that all factors such as cognition and emotion, relationships and behavior, and the sensory festival experience were influencing the emotional image. Second, it was found that all the sub-factors of festival experience, namely cognition and sensitivity, relationship and behavior, and sensation, influenced festival satisfaction. Third, the sub-factors of festival servicescape, festival music, festival convenience, influence the perceived image of the festival, and festival music, festival cleanliness, festival experience, festival convenience It was confirmed that all the factors influence festival emotional images. Fourth, the sub-factors of the festival servicescape music, cleanliness, experience, and convenience were all found to influence festival satisfaction. Fifth, it was shown that cognitive image and emotional image, which are subfactors of festival image, influence festival satisfaction.

참고자료

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