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.
초록· 키워드
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This study analyzed how experience factors affect the evaluation on the quality of the festival, the overall satisfaction and the post behavioral intention of the visitors, comparing Korean and Chinese visitors, according to Pine and Gilmore’s 4Es theory(1998). From the point of view of experience economy, experiences were divided into four factors of educational, escapist, entertaining and aesthetic experience, and it was examined how these four factors influenced the quality of the festival and how the festival quality felt by the visitors affects the participants’ satisfaction.
To verify this theoretical analysis, a series of survey were conducted on office workers, college students and Chinese visitors who have experienced Y festival in Seoul, and the relation between the factors were analyzed using structural equation model. As a result, both Korean and Chinese visitors showed meaningful correlation in those three experience factors except for escapist experience, and the quality of the festival was also in positive relation to the overall satisfaction as well as the overall satisfaction to post behavioral intention of the participants. To sum up the comparative study on Korean and Chinese visitors, first, the quality of the festival did not have any influence on Chinese visitors in entertaining experience, unlike on Korean visitors. Second, the quality of the festival was in positive relation to the overall satisfaction for both Korean and Chinese visitors.
This study has examined the relation between the quality of the festival and the overall satisfaction on the basis of 4Es experience factors, conducting the empirical analysis to search for the better way to manage regional festivals efficiently, therefore deducted the implication of how the cultural differences should be considered through the comparative study on Korean and Chinese visitors.
목차
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참고문헌 (36)
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Anderson, J. C. / 1988 / Structural equation modeling in practice: A review and recommended two-step approach / Psychological Bulletin 103 : 411 ~ 423
Bearden W. O. / 1983 / Selected Determinants of Consumer Satisfaction and Complaint Reports / Journal of Marketing Research 20 (1) : 21 ~ 28
Bitner, M, J. / 1998 / Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses / Journal of Marketing 54 : 69 ~ 82
Brady, M. K. / 2001 / Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach / Journal of Marketing 65 (3) : 34 ~ 49
Anderson, J. C. / 1988 / Structural equation modeling in practice: A review and recommended two-step approach / Psychological Bulletin 103 : 411 ~ 423
Bearden W. O. / 1983 / Selected Determinants of Consumer Satisfaction and Complaint Reports / Journal of Marketing Research 20 (1) : 21 ~ 28
Bitner, M, J. / 1998 / Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses / Journal of Marketing 54 : 69 ~ 82
Brady, M. K. / 2001 / Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach / Journal of Marketing 65 (3) : 34 ~ 49
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