지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.1
- 수록면
- 283 - 296 (14page)
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초록· 키워드
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This study aims to comprehend the influence of festival experiential elements on festival visitors' satisfaction and customer loyalty. Also, this study tries to suggest implications for festival planning, operating, and marketing through the findings. In order to examine its influence, the survey was performed in Danyang-gun, Chungcheongbuk-do, the 15th Ondal Cultural Festival visitors in the festival period, 7-9 of July, 2011 and only 320 positive samples out of 350 were used.
The main study results as follows.
First, deviance, playfulness, immersion and placeness of festival experiential elements were statistically significant in affective festival visitors' satisfaction.
Second, festival visitors' satisfaction was significant in customer loyalty Finally, this study suggests festival marketers should plan and execute to intensify playfulness and placeness of festival experiential elements.
목차
등록된 정보가 없습니다.
참고문헌 (33)
참고문헌 신청
Bitner, M. J. / 1992 / Servicescapes: The Impact of Physical Surrounding on Customers and Employees / Journal of Marketing 56 : 57 ~ 71
Crompton, J. L / 1997 / A Comparison of Alternative Direct and Discrepancy Approaches to Measuring Quality of Performance at a Festival / Journal of Travel Research 35 (3) :
Cronin, J. J. Jr. / 2000 / Assessing the Effects of Quality, Value and Customer Satisfaction on Customer Behavioral Intentions in Service Environments / Journal of Retailing
Dick, A. S / 1994 / Customer Loyalty: Toward and Intergrated Conceptual Framework / Journal of the Academy of Marketing Science 22 (2) : 99 ~ 113
Fomell, C / 1987 / Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis / Journal of Marketing Research 24 : 337 ~ 346
Crompton, J. L / 1997 / A Comparison of Alternative Direct and Discrepancy Approaches to Measuring Quality of Performance at a Festival / Journal of Travel Research 35 (3) :
Cronin, J. J. Jr. / 2000 / Assessing the Effects of Quality, Value and Customer Satisfaction on Customer Behavioral Intentions in Service Environments / Journal of Retailing
Dick, A. S / 1994 / Customer Loyalty: Toward and Intergrated Conceptual Framework / Journal of the Academy of Marketing Science 22 (2) : 99 ~ 113
Fomell, C / 1987 / Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis / Journal of Marketing Research 24 : 337 ~ 346
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