Effects of Visitors’ Perception of Authenticity in Cultural Tourism Festival on Participation Satisfaction and Revisit Intention: Focusing on the 2011 Millennial Anniversary of the Tripitaka Koreana

Lee Tae Sook; Park, Joo Young; Jiyoung Hwang

Journal of Tourism Sciences

Abbr : JTS
2012, 36(7), pp.95-114
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Lee Tae Sook ¹, Park, Joo Young ², Jiyoung Hwang ³

¹순천제일대학교
²(주)뉴스킨코리아
³동덕여자대학교

ABSTRACT

Festival visitors experience authenticity and satisfaction while touring a festival. This study revealed the relationships among visitors’ perception of authenticity, participation satisfaction and revisit intention. The study investigated the relationship between participants’ perception of authenticity and their value assessment of the festival at the ‘Millennial Anniversary of the Tripitaka Koreana,’ celebrating the one thousandth anniversary of the creation of the Tripitaka Koreana. The relationships of three terms has analyzed by confirmatory factor analysis and structural equation model analysis. Among three authenticities, constructive and existential authenticities had effects on participation satisfaction. None of the authenticities directly affected revisit intention. However participation satisfaction strongly affected revisit intention. The study has several limitations in terms of generalizability and transferability, Moreover, the study focused only on visitors, rather than embracing various stakeholders including residents and organizers.
KEYWORDS

Cultural tourism festival, Authenticity, Satisfaction, Revisit intention
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