지역축제 선택속성과 관광지 이미지 연구 (A Study on the Selection Attribute of Local Festival and the Image of Tourism Destination)

서지정보

· 발행기관 : 한국마이스관광학회
· 수록지 정보 : MICE관광연구 / 14권 / 2호 / 119 ~ 134페이지
· 저자명 : 선진영

초록

This study looked into not only how those festival attributes would affect the images of the destinations but also how the destination images would influence the satisfaction of the tourists. In order to figure out ways to improve the local images positively, the study discussed which aspect of the festivals should be focused and emphasized in connection with the development and improvement of the festivals.
According to the findings of the empirical analysis, the festival attributes consisted of these five factors such as the festival service, the festival program, the natural landscape and local food, the festival facilities and lastly, the price. It was observed that the destination images are built upon two factors, the cognitive image and the affective image. Of the festival attributes, the festival service, the festival program and the natural landscape and local food appeared to have an immediate influence not only on the local cognitive·affective images but also the tourist satisfaction.
In particular, the influence of the festival service was considered solidest and consequently, the study confirmed that the tourists are perceiving the significance of the software aspects such as services, information, program design and diversity in the festival sites even more greatly than other hardware aspects, the festival facilities and so on. The study was led to a conclusion that as long as any relevant field wants to enhance the destination images through the local festivals, it should try to work on the very essence of the festivals as designing various good-quality programs and experience activities, providing the tourists with highly satisfactory services.

영어초록

This study looked into not only how those festival attributes would affect the images of the destinations but also how the destination images would influence the satisfaction of the tourists. In order to figure out ways to improve the local images positively, the study discussed which aspect of the festivals should be focused and emphasized in connection with the development and improvement of the festivals.
According to the findings of the empirical analysis, the festival attributes consisted of these five factors such as the festival service, the festival program, the natural landscape and local food, the festival facilities and lastly, the price. It was observed that the destination images are built upon two factors, the cognitive image and the affective image. Of the festival attributes, the festival service, the festival program and the natural landscape and local food appeared to have an immediate influence not only on the local cognitive·affective images but also the tourist satisfaction.
In particular, the influence of the festival service was considered solidest and consequently, the study confirmed that the tourists are perceiving the significance of the software aspects such as services, information, program design and diversity in the festival sites even more greatly than other hardware aspects, the festival facilities and so on. The study was led to a conclusion that as long as any relevant field wants to enhance the destination images through the local festivals, it should try to work on the very essence of the festivals as designing various good-quality programs and experience activities, providing the tourists with highly satisfactory services.

참고자료

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