지역축제 방문자의 혼잡지각이 감정반응과 만족에 미치는 영향: 방문경험의 조절효과 분석

초록

This study aimed at examining the influential relations of visitor perceived crowding their emotional response and satisfaction and analyzing the moderating effect of visit experience focusing on a case of Winter local festival. In the theoretical review the main concepts were defined through previous studies. Based on the theoretical review the structural research model was presented and the visit experience was designed as a moderating variable to verify its effect. A survey method was used as a research method and survey data were collected from visitors to Daegwallyeong Snow Festival. The survey was conducted on the site from January 20 to 25, 2023. A total of 362 effective questionnaires were utilized for the analysis. The result of the analysis showed that human perceived crowding had a negative(-) effect on positive emotional response but had no effect on negative emotional response. On the contrary, spatial perceived crowding had a negative(-) effect on positive emotional response and a positive(+) effect on negative emotional response. And positive and negative emotional responses also were analyzed to have positive(+) and negative(-) effects on satisfaction, respectively. Through this study, practical implications were presented to Winter local festival practitioners to manage and control the congestion of the festival site.

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