Factors Influencing Visitors' Satisfaction in Local Festival - Case of Gigisi Folk Festival -
2018
Shin, H.B., Kongju National University, Yesan, Republic of Korea | Park, D.B., Kongju National University, Yesan, Republic of Korea
The concept of visitor satisfaction and service quality are notably tw o im portant concepts in m arketing. Tw o concepts are im portant in addressing theoretical as w ell as practical issue for m arketers and consum er researchers. The study aim s to identify the factors influencing visitor satisfaction in local folk festival. Data w ere collected from 432 residents of festival visitors through structured survey questionnaires. Results show ed that whereas program contents and staff w ere m ore like positively to affect visitor satisfaction, accom m odation and am enity affected visitor satisfaction negatively. Therefore, in order to visitors' satisfaction, practitioners and policy m akers need to develop program contents and staff ability.
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