축제방문동기가 축제이미지, 만족, 그리고 재방문의도에 미치는 영향: 도심 음식축제 방문객을 중심으로 (The Influence of Motivation on Festival Image, Satisfaction, Revisit Intention : Focused on City Food Festival Participants)

서지정보

· 발행기관 : 사단법인 한국비즈니스이벤트컨벤션학회
· 수록지 정보 : 이벤트컨벤션연구 / 17권 / 1호 / 83 ~ 102페이지
· 저자명 : 신지원, 이상묵

초록

Purpose – The purpose of this study is to investigate the effect of the participants' motivation, festival image, festival satisfaction and revisit intention focused on consumers who visited the city food festival.
Research Design, data, and methodology –Design, data, and methodology –Online surveys were distributed to consumers who visited the city food festival from September to October 2020 through text messages, e-mails, and social media. A total of 313 respondents responded, but a total of 260 respondents were used for the survey excluding consumers who did not visit the city food festival and 53 respondents who were unfaithful. Frequency analysis was performed to understand the general characteristics and demographic characteristics of respondents using the SPSS 25.0 statistical program for people who have visited the city festival, and confirmatory factor analysis and structural equation model using AMOS 23.0 was employed.
Result – In this study, the hypothesis of the influence relationship between the motive of visiting the festival, the image of the festival, the satisfaction of the festival, and the intention to revisit were verified. Specifically, the motivating factor for visit was composed of a pursuit factor and an incentive factor, and the causal relationship between these two motive factors was directly or indirectly influenced by the image and satisfaction of the city food festival.
Conclusions – The results of this study provided meaningful implications for establishing future marketing strategies for festival-related industries and participating organizations which are facing many difficulties.

영어초록

Purpose – The purpose of this study is to investigate the effect of the participants' motivation, festival image, festival satisfaction and revisit intention focused on consumers who visited the city food festival.
Research Design, data, and methodology –Design, data, and methodology –Online surveys were distributed to consumers who visited the city food festival from September to October 2020 through text messages, e-mails, and social media. A total of 313 respondents responded, but a total of 260 respondents were used for the survey excluding consumers who did not visit the city food festival and 53 respondents who were unfaithful. Frequency analysis was performed to understand the general characteristics and demographic characteristics of respondents using the SPSS 25.0 statistical program for people who have visited the city festival, and confirmatory factor analysis and structural equation model using AMOS 23.0 was employed.
Result – In this study, the hypothesis of the influence relationship between the motive of visiting the festival, the image of the festival, the satisfaction of the festival, and the intention to revisit were verified. Specifically, the motivating factor for visit was composed of a pursuit factor and an incentive factor, and the causal relationship between these two motive factors was directly or indirectly influenced by the image and satisfaction of the city food festival.
Conclusions – The results of this study provided meaningful implications for establishing future marketing strategies for festival-related industries and participating organizations which are facing many difficulties.

참고자료

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