축제 만족이 목적지 충성도 형성에 미치는 영향 연구: 축제 방문목적의 조절 효과를 중심으로

초록

The objective of this study is to examine the effects of factors on festival satisfaction by presenting fun, escapism, social congruence, and uniqueness as festival satisfaction factors based on previous research. The study distinguished the purpose of visiting the festival into an experimental purchase and material purchase to verify the difference between satisfaction and loyalty to the destination according to the purchase of the visit. In accordance with the purpose of this study, an online survey was conducted to those who visited agricultural, marine, or specialty product festivals within the last 2 years to secure the reliability of the study. Structural equation modeling was utilized for data analysis. The result of the analysis showed that fun, escapism, and uniqueness among the festival satisfaction factors had a significant effect on satisfaction, but social congruence did not show a significant causal relationship with satisfaction. From the above results, it was confirmed that in festival satisfaction, social congruence to share the same experience as others and to think similarly does not act as an important factor. In verification of the invariance test according to the purpose of the festival visit, no significant difference between those factors was found. However, the significance verification between the variables revealed the differences depending on the purpose of the visit. This result suggests that in the planning of the festival, it is necessary to derive visitor satisfaction and loyalty to the destination by properly constructing both purchase factors.

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